I made a big mistake during my first week as a professionally employed copywriter. But it taught me a lesson I'd never forget.
The mistake wasn't a typo in my copy that went out to a client (thought that did happen). And it wasn't losing all my work by not saving the Word document (I learned my lesson and never did THAT again).
It was worse than that.
I fumbled the ball big time. I wrote an entire draft for a client and failed to do the one thing requested from me: Write effective sales copy.
The client: a jet ski seller.
The brief: write sales copy for their new model of jet ski.
What I did: write eloquent copy focusing on all the features and specs of this new impressive piece of equipment for water recreation.
So what did I do wrong?
My supervisor (luckily) proofed my work before sending the copy to the client and called me over to point out the error.
He patiently and politely pointed out that the copy wasn't going to be effective in helping the client sell more jet skis. "Why?" I asked. I had thought the copy was pretty good, if I may say so myself. I had managed to distill the mountains of information provided in the client's brief into succinct and punchy copy... or so I thought. He turned back to me and said, "You're not selling jet skis. You're selling a lifestyle."
At first I wasn't sure what he meant but he continued to explain. "You're trying to sell a jet ski the way car retailers sell cars. Almost everyone needs a car so when you sell one you've got to sell them YOUR car. Not on the idea of cars. Why is YOUR car better than a competitor's? This is different. No one needs a jet ski. But they all want a jet ski. And if they don't want a jet ski now, they need to want one by the end of your marketing message."
I understood what he was saying but I wasn't sure what practically he wanted me to do.
"Forget selling the features of this new jet ski model. Focus on capturing the feeling of having a jet ski, of being a jet ski owner. Focus on selling the lifestyle that goes with the jet ski... freedom, bliss, pure self-indulgent joy. You're selling a lot more than just a jet ski. This is a luxury item for a luxurious lifestyle. Sell them the idea that they need, that they deserve luxury. That's the message."
It clicked. I knew exactly what he was saying and it taught me a very important lesson.
What you are selling is not what you're REALLY selling.
Just like you need to understand your target market, you need to understand what's really going to motivate your target market to buy your product/engage your services. Chances are, unless you're selling a niche product to a specific market, your customers are motivated by something other than the specific, cold, hard information about your product.
Think about it. When was the last time you saw a TV ad for Coca-Cola that focused on its sweet taste? Watch the following commercial and have a think about what it's REALLY selling.
Let's use another example that we all can relate to: Real estate sales.
Did you know that there are real estate agents out there who spray perfumes that smell like freshly baked cookies in open houses?
Why? Because if a potential buyer steps inside and smells the deliciously, homely goodness of cookies, they're going to associate this house with.... home! If the agent can sell you on the concept of living a happy life in the house, then they've sold you the house.
The best real estate websites have descriptions of their properties on the market that focus on what the house OFFERS, not what it HAS.
Compare this: 32 Avery Avenue boasts a large open-plan dining room that seamlessly flows out onto a covered alfresco area.
It's not bad. The sentence does create a visual image and it contains the information you need. But it's just a description. It's not effective sales copy.
Now read this: 32 Avery Avenue is an entertainer's dream: host a dinner party in the spacious open dining room or throw a Sunday-afternoon alfresco barbecue.
Now that's a lot more effective. Not because it's better written or offers more details. It works because it's offering an attractive lifestyle, a more visceral image of what life could be if you buy this home.
Which brings us back around to the jet ski.
My job as a marketing copywriter was not to translate the client's information into better flowing copy. It was to transform it into effective sales content.
Effective sales content does not sell products and features and services and technical industry jargon. Effective sales content sells a feeling, an experience, a dream...
You're NOT selling a jet ski; you're selling a luxurious lifestyle.
You're NOT selling life insurance; you're selling peace of mind.
You're NOT selling a holiday to Europe; you're selling future happy memories.
You're NOT selling same-day delivery; you're selling pure convenience.
Take a minute before composing your next piece of marketing or sales and think deeply about your offering. Who are you targeting and what do they really want? If you know what they want, then you'll work out what you're REALLY selling.
If you'd like to have a chat about how best to sell your business's offerings, get in touch for a free, no obligation consultation.
Header photo credit: Photo byTaiga Motors on Unsplash
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