Personalized Copy Sells

Serendipity is one of the psychological tactics we use to drive conversions. So what is Serendipity? It’s using what you know about the user when talking to them.

Here is an example. Aspen Dental is a company that provides dental work for people who aren’t covered by insurance.

Let’s look at a scenario. Their mobile site gets a visit at 11:32 pm local time. The visitor goes to their homepage and very quickly (in under 8 seconds) navigates to Emergency and Walk-in Dental Treatment page. This is the message they are greeted with:

Emergency and Walk-in Dental Treatment

If you’re experiencing pain or need emergency dental services, we will find the earliest available appointment with an Aspen Dental practice at a location near you. 

Aspen Dental practices are happy to serve you if you’re having a dental emergency—whether you’re a current or a new patient. In most cases, the practice will be able to accommodate walk-in appointments or offer a same-day appointment, however, next-day appointments are occasionally necessary.

Once your team has addressed your dental emergency, they will likely schedule a re-evaluation for existing patients of Aspen Dental practices or a comprehensive exam for new patients. 

Emergency dental care covers:
– Cracked tooth
– Toothache relief
– Swollen jaw relief
– Repair of lost or loose fillings
– Sore gum relief
– Root canal therapy
– Dental repair

Can we draw some inferences about the visitor? Sure we can:

1: They have an urgent need during non-business hours. They’re likely in pain or someone they care about is in pain.
2: They likely don’t have insurance.
3: They are experiencing elevated levels of anxiety.

If a copywriter knew this about the visitor could they have spoken to the reader differently? Absolutely. Here are some ideas:

1: They could empathize with the visitor, who is likely in pain. “Toothache can be is hard to endure.”
2: They could provide a solution for temporary relief since Aspen Dental isn’t open at 11:32 pm local time. “The dentist isn’t in till tomorrow. But I’m here for you. Learn how to cope at home.”

If their site content updated for this condition (people visiting the site outside of business hours) it would be an example of Serendipity.



Like this idea?



2 comment

2 Replies to “Personalized Copy Sells”

  1. I love this. Content that is very specific and addresses a need of someone in a special circumstance is content that they will remember. I am trying to figure out how to best implement this in my business.

Leave a Reply

Your email address will not be published. Required fields are marked *