Improving response part 2

I thought I'd write part 2 about making messaging more persuasive. It was going to include design techniques too, but I got carried away on the messaging thing, so design will have to wait. Too often people assume if their site or catalog "looks good" then that's enough of an engagement strategy. But if you really want to influence behavior, (aka get them to buy something), you have to work at enticing your audience; passive messaging doesn't drive  conversion, you have write for action!  Here's a little example..  I was reviewing a prospective client's catalog cover, and here's one of the messages: 80 delicious gifts under $20. Not a bad idea, for sure lots of order-starting price points is a good way to get shoppers in the book. That said, it's pretty passive in it's delivery, (like you want to put a little BTW in front of it).  If it said: Delight everyone on your list starting at just 19.95! you would have a much more active, and persuasive headline and here's why: Delight everyone on your list, (buyer benefit) starting at just 19.95!, (better value proposition, the .95 still works) plus the headline has been turned into a call to action. Shoppers respond to tasteful assertiveness, sometimes even distasteful assertiveness. I worked with a guy who insisted on calling his events door-busters, smokin' deals, blow-out bargains, you get the idea. The customers generally forgave the shouting style and came in and purchased. It supports the 80/20 rule that says creative only affects 20% percent of the results and the product and offer are responsible for 80%. But I think the fox network-like shouting style wears on customers and over time, (maybe unless you're a discounter brand), the returns on yelling BARGAIN all the time will diminish. 

Throughout whatever channel you're working in, keep in mind that copywriting that differentiates and champions benefits always sells better than a passive voice. Presenting the “beneficial difference” for every product, product category and brand should be a priority.

Another copywriting essential is establishing and validating your brand's authority. It will instill confidence in the shopper and help close the sale. 

Ramping up messaging to include; benefits, difference, relevancy, call to action and to build authority has proven to increase response in any channel. And be sure to do it with a good dose of positive energy behind the writing.