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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.
Persuasion Vs Manipulation Reality
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 using that knowledge to modify the sales pitch so more page visitors can see why it’s special.
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.
It’s hard to write about a product when you aren’t excited about it. I’m not super excited about welding:
But look at the image closely and you’ll see it has 2,706 reviews. So clearly, I’m in the minority. More importantly, my vote doesn’t count. The goal is to understand why people love this welder and use that to build our product story.
Here’s the process. 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 still feel relevant 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 (“inverter welder”). 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. Here’s an example of a powerful customer review for a mattress:
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.
Lorenzo and I have a YouTube series where we do tons of reviews mining. Here’s our channel: https://www.youtube.com/channel/UC_NJ5dAAuG0zhG9NHNp–hw
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.
Interrogate 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 fault, 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.
The steps mentioned above are part of the step-by-step process we use to fundamentally improve conversion rates. To see all steps in that process read this article: Infusing Your Product Story To Your Product Page.
We hope you liked this persuasion vs. manipulation article.
We’ve spent the last 13 years in our marketing lab, experimenting with ways to optimize conversion rates and grow sales. We’re ready to spill the beans.
The following articles will save you 13 years:
— Before revealing the secret that’ll improve conversion rates by 20% let’s zoom out to see the forest from the trees: Optimize Conversion Rates: A Totally Different Approach
— For every 1,000 product pitches encountered the shopper buys one item (and we’re being generous). You want this to be your product. How do our brains choose? They rely on a ranking algorithm, not dissimilar to the one Google uses for search results. Our conversion copywriting process is designed to get your pitch to the front of the line.
— The article above revealed how to construct the perfect sales pitch. Now this killer pitch needs to be infused into your product page. We have just one chance to convert this visitor (only 15% of visitors ever return). Read this next: Infusing Your Product Story To Your Product Page.
About Frictionless Commerce
We deliver an unfair advantage to technical product DTC brands (for example, Dyson) by improving advertising effectiveness by 20% in 90 days. This is achieved using a buyer psychology conversion copywriting framework. All paid traffic eventually reaches the product page and this is where we strike. Our process.
If you like doing the hard work yourself, our founder Rishi shares conversion ideas on LinkedIn every day. Connect with him here.
If you want to make your life easier and still increase conversions, jump on a call.