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Persuasion Vs Manipulation: many people think the job of copywriting is to manipulate the buyer. These people are obviously wrong, and we’ll prove it. Keep reading.
If you prefer video watch this. If you prefer reading read the text below the video. The choice is yours.
Some copywriters are uncomfortable pushing the limits.
They feel their boss is pushing them into manipulating the buyer.
They feel their job is holy.
According to them, the copywriter’s only job is to increase clarity and shine a light on the most valuable features of the product.
This is the story bad copywriters and marketers tell themselves and their closest friends.
Mr. copywriter, just because you are feeling uninspired doesn’t mean the product doesn’t have a story.
The reason you are struggling to write inspiring copy is that you are lazy.
Because you haven’t truly understood what the product does.
You haven’t discovered the product after a desperate search. You haven’t used your credit card to purchase it.
So you have no way of truly connecting with people who own this item.
You haven’t done enough to understand why the founder took the less-traveled path to create this new product.
You haven’t seen the 45 failed prototypes that led to the final breakthrough.
You don’t know the struggles.
Get off your high horse and see what these people are seeing. Stop complaining and start taking notes.
If this was an unproven product I’d understand the skepticism. But the product is already a hit. Hundreds, thousands, hundreds of thousands of people are already buying it.
What you’re doing is reverse engineering to better understand why it’s so successful and then you’re using that knowledge to modify the sales pitch so people who haven’t bought it yet can see what past buyers feel using the product.
Remember, this isn’t about your shopping habits. You may never be in the market for acne cream, but a self-conscious teen absolutely is.
There is something I need to say. As a marketer new to a project it can feel like we are at a disadvantage because we don’t really understand the product. In reality, being an outsider is a huge advantage. You are able to see things from a perspective that those intimately involved have grown blind to. Use this to your advantage.
The persuasion versus manipulation fix
Ok, so back to the topic: how to realize we’re persuading the buyer, not manipulating her.
The difference-maker is the lens through which you look at that marketing puzzle. When we have a limited understanding of the situation it can skew our perspective. This makes it hard for us to appreciate the transformative power of the product. Good, let’s use this phase to our advantage.
Take your pen and start noting things that don’t seem:
Ask yourself, “Why doesn’t this sound impressive?” “Why doesn’t this feel clear?”
Write down your thoughts.
Take a 24-hour break
Breaks have this transformative effect. What might seem confusing or unclear today can make sense tomorrow. So my advice is to stop the work and revisit it the next day. If on the next day the questions that you had noted are still relevant then this is good news because it means we’re about to find answers that will make our sales pitch more persuasive.
Do a Google search
Start doing Google searches for people that are searching for keywords related to the keyword for our product (“fruit juicer”). See how competing brands are presenting their sales pitch. This will help better connect your mind with what our target audience is experiencing online. After all, we can’t really persuade if we can’t empathize with our audience.
Read customer reviews
We need to walk in the shoes of our target audience. By reading customer reviews you’ll get to experience the frustration our customers felt before discovering this solution and the joy they experienced after they started using it.
As I was reading this review I was able to feel Jared’s pain but also the relief he experienced after purchasing the Purple mattress. Jared’s story will help me as I’m working on tightening the sales pitch of this product page.
Email customer service
In the section above we noted things that weren’t clear. Those questions need to be emailed to customer service. Make them work to extract a satisfying answer. If their responses aren’t great send a follow-up email and ask it in a slightly different way. Keep on digging.
Interview the client
This is the final phase. You emailed customer service questions that weren’t clear. If some items still aren’t clear add them to the list of items that aren’t impressive. Now interview the client. Frame your concerns to the client and see how they respond to them. If their responses lead to more questions, explore them. Let the client know we’re not here to find gold, we’re here to better understand so we can craft a sales pitch that persuades the buyer versus comes off as being manipulative.
Keep on asking questions till you get to the gold. It’s there.
We hope you liked this persuasion vs manipulation article. You’re bound to also love these idea gems:
— Our conversion copywriting process
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