Shift the Spotlight and Write Copy That Sells.
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Believe it or not, most businesses care more about themselves than their customers.
I know. Crazy right?
These are the businesses that are turning customers off in the twenty-first century. They write lame copy and pump out ineffective content which gives their potential customers nothing to chew on apart from soulless bragging.
Try our super amazing 3D printer, we’re the fastest growing printer makers in Australia
No. I don’t want to. Why not? Because the other guys said the same thing and your advert is so generic a twelve-year-old could have written it in English class. In fact, your white sheet has the word ‘we’ over SEVENTY-FIVE times.
This has to change. Far too many moons the spotlight has been on businesses when it comes to their website copy and content. At the time of writing this in 2018, I can tell you that this is a terrible road to go down and will cost you many sales in the long run. The average consumer in 2018 is fed up with companies telling them how great they are, that’s not why they search for you. They are online and looking for solutions to their problems.
PAS (Problem, Agitate, Solve)
PAS is an old tried and test method of selling. Every copywriter knows it and most have it subconsciously working somewhere in their head at all times of the day. The acronym stands for problem, agitate, solve, and the idea is simple.
When writing on the web:
a) Suggest a problem that your reader might experience e.g. migraines.
b) Agitate the feeling toward the said problem in your text e.g. “Sick and tired of constant headaches?” and finally…
c) Tell the consumer how the product will solve their problems
As writers and content creators we grew up on PAS and in all honesty, there’s nothing wrong with using it as a springboard into the world of conversion. However, there’s something sadistic about tugging at your customers’ heartstrings and manipulating them. The worst part is, however – that they know what we’re up to.
There is a fine line between utilising PAS properly and coming off as fake. No visitors like overly-salesy text and they can smell fakery from a mile away. On the other hand, visitors don’t mind being sold to if you can tactfully grab their attention and hold onto it with an iron-clad grip. That begins with the spotlight method. In other words, shifting the spotlight to the consumer.
Then – and only then – you will be able to write copy that sells.
So how can I use the spotlight method to write copy that sells?
Let’s talk about your website (even though this can be applied in any area of writing). I highly recommend going to your website and erasing anything that might come across as narcissistic. I’m talking all that stuff you wrote on the homepage like:
Dr. Peacock is the number one visited aviary vet in New York
It’s seldom I insert emojis into blog posts but this needs a lot of work, if that’s what pops up when a user lands on your homepage then you’re in trouble, my friend. It needs a rewrite and whilst you’re at it, add a hook. There’s no harm in hooks when they’re executed correctly.
Instead of being ‘The most visited peacock doctor in New York,’ you could instead say:
There is no bird too sick for Dr. Peacock. Over 5,000 featherd friends brought back from the brink and
the passion to save still burns bright.
Does your peacock need urgent medical care? Call now.
This is super cheesy but a million times better than the original. It’s safe to say that any visitors to this page are not interested in how many peacock owners have been to see Dr. Peacock. They want to know that the bird will be cared for and how to get in touch right away.
It’s as easy as that, really. Think about the spotlight whenever you write something online. Whether it be Facebook posts, email campaigns or newsletters – there’s always room for improvement. This could even be in mind when creating website headers or menus. When you stop focusing on you and your business and start demonstrating how much you care about your potential customers’ problems then you can begin to reap the rewards.