good morning and happy Wednesday.
Today I am coming to you live from Barnes & Nobel (my cable is still out) and I figured I talk today about how to help improve the copy on your sales message.
I get that figuring out what text or copy to put on your website and other marketing materials can be sort of difficult at times.
I see many business owners focus way too much on the functional features of their product/service
I also see many “marketers” focus too much on the emotional benefits.
The reality is that to craft a really solid message, we need to incorporate both of these together and include one more element.
Also, I watched Wonder Woman (awesome movie by the way) this weekend and I’m in a very “Greek” mood so I’d figure I’d take it back to Ancient Greece for a bit and talk about three elements you need to craft a better message.
And so here they are:
Pathos relates to emotion.
Your sales message needs to appeal to your prospects deep emotions. You can do this by focusing on the outcomes.
Remember, your prospective customer are in a current pain state and they need to go to a pleasure state of mind.
Your business lives between these two points and therefore needs to facilitate that you can provide that outcome – that pleasure state of mind.
So describe the outcome your offer provides.
- How will they feel once they obtain the outcome?
- What secret benefit will they have once they are in that pleasure state?
- What does the other side of bridge look, feel, smell, taste, and sound like?
Answering these questions will help you discover and appeal to your prospective customers’ deep emotions and to their heart.
But then the brain gets in the way and they start to question what you are actually telling them.
Next, comes Logos.
Logos appeals to logic.
Your prospective customer’s BS meter is going to be on high and they begin to question everything that your offer can do for them.
This is where you bring in your facts.
Talk about your functional features and what your product or service actually has.
Think of physical and tangible properties that come along with your offering – that is what we call functional features.
These are things that the customers can actually see and feel, the tangible goods.
These functional features appeal to the logic centers of the brain because they start breaking down and chipping away at the BS wall that most customers put up when they think something might be too good to be true.
If you describe your functional features in a way that helps to increase the emotional connection you created before, then your prospective customers begin to rationalize and begin to believe in the bigger picture.
However, you still need to incorporate one more thing…
And that is Ethos – giving your prospective customers confidence.
At this point, your prospective customers are connecting to the emotional benefits of your offering. They see the features and how they come into play into actually helping them reach that outcome they are looking for.
But now, there is still some doubt.
It’s in the back of their mind, whispering to them…
“Why them? What makes them an expert? Is there anyone else I can go too?
They are no longer questioning your offer, but they begin to question you.
The source of the information.
It is at this point that you need to present them with why you are an authority on the topic.
Mention your years of expertise, your accolades, any media mentions you have, any certifications you might have, etc.
Grab everything that says you are a rock star and present it in a story form so your prospective customers can relate.
You want to position yourself as the go-to person. As the expert. As the person that will give them the CONFIDENCE they need to know that their problem is actually going to be solved.
If you hit all three points on your sales message:
- Pathos – emotion
- Logos – logic
- Ethos – credibility
Then you are on your way to creating a powerful message that will surely bring in higher conversion rates.
I hope this helped you. If it did, let me know!
Alright, that’s it for today, onward and upward!