You can apply today’s copywriting tip to any sales email. Planning to send a mailing this week? Don’t do it until you’ve read this article to the end. What are we going to talk about? About taking the opposite position, going against, challenging an established belief, but I’ll explain further down.
Let’s start from a hypothetical case to make it all more entertaining.
Imagine your product is a training course, on whatever you like; it hardly matters. For example, an entrepreneurship course.
What are your competitors saying to sell their courses?
Things like these:
· It will help you reach your goals and achieve success
· We believe everyone has what it takes to start a business
· Turn your idea into a business model
· All backed by top experts who have succeeded as entrepreneurs
· A passion for entrepreneurship and the will to get started.
· By the end of this course, you’ll no longer be one of the millions of “wantrepreneurs”
I didn’t make these messages up; I found them with a simple Google search (which is what I recommend you always do).
Now then.
Do you think your customer, who will be looking at alternatives, won’t have seen those messages? Or similar ones?
Of course they will have!
So don’t tell them the same thing; it’s no use.
If those messages were effective, those people wouldn’t be comparing alternatives; they’d have already bought, don’t you think?
Try something different, another approach that sets you apart from the rest. How?
Address the customer’s real fears. Deep down, the customer for this training knows those messages are generic and are only there to convince them to buy. Here’s a link with tips for using your copy correctly. They want your money and tell you what you want to hear. Nothing new under the sun: customers aren’t stupid. They want to buy, not to be sold something they’re not interested in. Find out how to apply copywriting to bulk emails to make them more effective.
In that case, take the opposite position:
Copy example: the intro
If you have a business idea you want to launch, in 99% of cases it will be a copy of something that already exists. Established competitors, with more money than you, will eat you alive and force you to close within a couple of years.
See, this is no longer a line out of a Mr Wonderful notebook (a Spanish brand of feel-good stationery). It’s reality.
Now let’s continue:
You may have been told that if you want it really, really badly, and I mean really badly, you’ll make your dream come true, no doubt about it. Yes, by wanting it really badly. If you only want it a little, no.
In the next step, we try to poke a little fun at the competition’s offer. This should help bring the customer’s doubts to the surface. Doubts they already had, but that will be even stronger when they see them presented here and made fun of.
Of course, we don’t want to discourage them completely, so now comes the resolution:
First part of the resolution copy
“We don’t believe in any of that, because we know the real reason most new entrepreneurs fail:
1) They don’t know how to analyze the market and its real situation
2) They don’t know how to analyze their competitors
3) And they don’t know how to create features that set them apart from the competition”
First, we need to get them to understand the real reason entrepreneurs fail. They need this knowledge to understand what sets us apart and what we’re really offering them.
Which comes here:
Final part of the copy
That’s why we’ve created a module in our course that will let you properly analyze your business idea.
Find out whether it’s viable or not and, importantly, if it isn’t viable, we’ll teach you how to change it, pivot, and choose a business model that makes it completely different.
Or find another idea before it makes you lose money!
Do we guarantee success? Not at all; this is business. No one can guarantee you success, unless they want to lie to you.
What we do promise is that we’ll prepare you for the reality you’ll face. Which is no small thing, and it’s already more than others will do for you.
We show what sets us apart, this part is important, we gain credibility (we don’t guarantee success because that’s not possible) and we reinforce the message (we prepare you for reality).
As you can see, you can have a message that isn’t identical to your competitors’, even in a saturated industry. Don’t miss these copywriting tricks for building trust and selling with your emails and winning your customers’ trust.
If this doesn’t make you want to log in to your Mailrelay account and try it with your next mailing, I don’t know what will.
Have a great day and make the most of these sales tips.
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Truly standing out starts with being very clear about who your ideal customer is and speaking directly to them, not to everyone.
