I just got off the phone with a client.
He tells me his father has never “approved” of his marketing, that it’s too edgy, too hyped. He wants me to redo one of his marketing pieces — create something that will make Dad proud.
“The time for hype has passed,” he told me, “and the world is ready for a softer touch.”
He couldn’t be more right.
Edgy, hyped marketing sounds like scam
Let’s face it, no one wants to be “taken.”
If a promise sounds too big… if a claim sounds the least bit false… if the emotion is too heightened…
It screams scam.
People won’t believe you.
In fact, recently a copywriter advised young writers to remove some of the benefits if they wanted to improve results. Too much build-up makes the prospect suspicious and actually reduces sales.
Build credibility with a softer approach
Rather than trying to overwhelm your reader with reasons why he should buy NOW, set the right tone from the start.
First, examine your own motives. Do you want to provide value or just make the sale. Either way, it will show in your copy.
There’s a degree to which you, the vendor, need to become invisible during the sales process. The focus needs to be completely on your prospect: his needs, his desires, his problems. Your product is the hero, and you’re just the lucky one who gets to tell him about it.
Credibility can be given without taking too much focus off your prospect. Especially if you always mention benefits in terms of how it will benefit him.
For instance, if I were promoting myself to someone in the business-opportunity niche, I’d mention that I’ve written about self-help and success for 20 years, which means I’ll be able to create the passion that makes their prospects beg to say YES.
Mention the benefit. Then explain why it matters.
A few tips
- Create a voice that’s compassionate and you-oriented.
- Focus first on building relationship.
- Have a purpose other than making money, and share it freely.
- Respect your prospect. Don’t scream at or try to manipulate him.
- Be yourself, even if it’s different from what’s expected in your industry.
The time for hype is over. The rise of social media has made relationship far more important than a sales pitch. So tone down the pitch and focus on relationship.
The results will speak for themselves.
photo credit: Markfive
