There is a huge difference in effectiveness between implied and stated marketing messages.

Imagine you are a meat smoking product and want to let the online shopper looking for the perfect smoking grill know that your’s is the best. Here are the options you are competing with (what you’re seeing below is just page 1 for my search):

If a visitor manages to reach your site, as a marketer, you better make sure you convince them to buy from you and not click the back button on their browser to check out the other options available.

How to use stated and implied marketing messaging

The stated way to show that is this graphic:

Here is the implied version of the same graphic:

What’s the difference?

In the stated version you are spoon-feeding the shopper the answer. Shoppers hate to be spoon-fed. They want to be in control of the shopping experience.

In the implied example we’ve made just one tweak (removing the Xs). Now we’re not stating our smoker is the best, we’re just subtly implying it. The shopper now needs to slow down just a little to connect the dots and come to the implied conclusion on their own. Guess what happens when the shopper comes to a conclusion on their own?

If you like this article about implied versus stated there is a 98% probability you will also love our buyer psychology copywriting framework.

A little about us

Thank you for reading this article. We are Frictionless Commerce and over the last 11 years, we’ve thought about just one thing: how do we get online shoppers to convert? We’re fascinated by buyer psychology. Once we’ve understood how your site visitor thinks we use our 9 point copywriting process to convince and convert them.

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