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Do Not Do This In Your Marketing


Maripili Menchaca


July 26, 2017

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People tend to underestimate the significance of words. 

Words are powerful. They have a lot of relevance to how people perceive your product and services. Changing even a single word in a sentence can significantly impact how well a product sells.

Today we want to dive into this topic, but we want to focus on the things you should not be doing in your marketing campaigns. 

Keep reading to learn more about the following:

  • Words are powerful tools. 
  • You need a great offer, but you also need to make it irresistible. 
  • Help the right customers see your value.
  • Ensure your wording suits your brand. Make sure to choose thoughtful and intentional words.

Words are powerful tools.

Before you start creating content, keep this mantra in mind: your copy should always be a tool for honesty, integrity, and encouragement.

You want your marketing to make people FEEL something, and trust me, they will remember how you made them feel far longer than they’ll remember the words you said.

"People like to believe in what they are buying. How can you gain their trust?

Think about this: When you or your team are copywriting, what does the process look like? Do you focus on choosing the words that might improve your clients' day? Are you confident about the final draft every time you hit the “publish” button? 

People like words that make them feel good, words that spark their curiosity because they found something that resonates with what they've been looking for. When medspas focus on sculpting their experiences and product language to form a clear image in their customers' minds, they find that their customers are more receptive to closing deals with them. "

You need a great offer, but you also need to make it irresistible. 

An irresistible offer is a strategic structuring of your products or services with a high value-to-cost ratio, which means that the value of your offer exceeds the cost.

A great deal does not automatically make your offer irresistible.  Sweeten the deal by positioning the offer to reflect your brand and resonate with your target audience. 

Is our offer worded in a way that demonstrates a clear solution to a potential problem or problems?

Have you framed the offer in a positive way? Does your offer generate feelings of wellbeing, instead of fear of not purchasing?

Pro-tip: Read our blog about how to sell with confidence! You might find some new ideas to design your irresistible offer.

Help the right customers see your value. 

As a business, it’s your job to come up with creative ways to demonstrate value to consumers so their decision becomes easier.

Showing your value goes far beyond simply listing off the various features of your product or service. Buyers only want to know what’s in it for them—how your product or service is going to directly benefit them.

How can you send this message to your ideal customer? Design a message tailored around these aspects: 

  • Highlight the outcome
  • Take your customer’s mind off the price tag
  • Put yourself in your customer’s shoes and think about the problems they’re trying to solve

Ensure your wording suits your brand. Make sure to choose thoughtful and intentional words. 

Here are the things you should avoid.

  • Overusing the fear factor: Acknowledging the pain points that your services or products can fix is essential. But implying that their life will be worse without your services may encourage them to stop following you to avoid a sense of uneasiness. Make your irresistible offer feel like an invitation to better up their lifestyle, but let the option to opt out open without regret. 
  • The word “just”: Do not belittle your effort or time. Remove “just” from any sentence and you’ll see how confident and powerful it’ll sound.
  • The word “only”: You want people to be able to apply what value looks like on their own terms without implying something that may not be true for them. Drop the word “only” when it comes to marketing.
  • Saying, “I feel like...” or “honestly…”: When it comes to marketing or selling, you want your writing to be honest, straight-to-the-point, and poignant. Let the copy speak for itself. 
  • Implying uncertainty: Avoid using words like “maybe,” “perhaps,” or “hope.” These words create uncertainty in your potential clients and definitely don’t reaffirm their confidence in you.

I’ve used the wrong words myself, probably more than once. That’s why I can confidently tell you what copywriting methods have worked for me and which have  totally sucked! 

Let us know what you think about today’s blog! We’d love to discuss more growth ideas with our fellow entrepreneurs.

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