Summary: Using specifics in your marketing messages helps you connect with your wellness prospects, build credibility, and generate greater response rates.
Google and other search engines love relevancy.
They use it to rank web pages and website copy. In fact, many SEO experts agree that relevancy is the easy part in understanding how you rank online. As web searchers sift through millions of pages to find the information they need and want, Google insists on giving them the best possible user experience and outcome. Which means when visitors arrive, you had better make sure that what you’re talking about—or selling—is exactly what they’re looking for.
Being specific creates relevancy
The most effective way to do that, is by being as specific as possible in your marketing message. While my previous article on the 4 U’s of marketing copy touches on specificity, it bears repeating in greater detail. Why is specificity so critical in writing a compelling sales message? Because specifics tell your audience how relevant your message is to them.
In fact, specificity in copy or content is the key to warming your prospect up to your message. By delivering a concrete explanation, big promise, clear call-to-action, and more, your prospect will trust you understand his struggle and know what it takes for him to resolve it.
Of course, specificity applies to any sales copy or content that discusses the deeper benefits you promise your reader.
But, there’s something you should know first…a prerequisite that will help you create a more specific—thus more compelling—marketing message. And that is…your audience. In fact, top online marketers suggest this is the greatest marketing tip of all time.
We’re simply saying, the better you know your prospect, the easier it is to speak to him in specifics. And thus, connect with him on a deeper emotional level where he’ll see your content as relevant to his concerns or needs…feel more compelled to read your message…and eventually buy what you’re selling.
How to get specific
So, how exactly can you be more specific when creating your marketing message? Good question.
Say you’re selling an essential fatty acids supplement. Your initial instinct is to highlight the ‘benefits’, like…made with the purest, organic oils…promotes skin, heart, and brain health…and improves joint function.
Whoa, wait just a minute! These are NOT benefits…they’re features. And because they are features, they have little emotional value to your readers and are simply not motivating enough.
So, let’s break these down one at a time…make them more specific, and thus emotionally appealing…and better inspire your reader to respond to your call-to-action.
You said…“made with the purest, organic oils.”
Instead, say “all-natural ingredients that undergo a proprietary refinement process to remove 262 harmful heavy metals, pesticides, and other environmental pollutants.” Or, “organic ingredients that far exceed the quality criteria for contaminants of less than 5 PPM set by the International Pharmacopoeia, the Council for Responsible Nutrition, and top independent testing labs, and considered the gold standard of purity in the supplement industry.”
You said…“promotes skin, heart, and brain health.”
Instead, say “keeps skin moist and firm, provides rich tone and color, and protects against the sun’s harmful rays and other environmental contaminants…promotes healthy cholesterol levels and strengthens heart function so you can easily walk 6 flights of stairs without stopping to rest…studies show test subjects improved cognitive function scores by 60% versus the control group.”
You said…“improves joint function”
Instead, say “lubricates joints making it easy to bend over, lift your granddaughter, and swing her over your head in one swift motion.”
So what’s happening with our reworked copy? If you’ve correctly identified your target audience, your reader has a greater emotional investment and can easily identify with the specifics of your benefit statements. Thus, you will have connected more deeply with them. And, they’ll conclude you really ‘get’ what they are going through. That makes you more credible…and them more willing to try your solutions to experience the promised benefits.
Sound simple? It is in theory. But it takes practice writing ultra-specific copy and content that’s relevant…stirs up greater emotional appeal…and motivates your reader to respond to your message and offer.
Go ahead. Give it a try, and tell us what you think in the comments below.
About the author: Jerry Bures
Jerry Bures is a direct-response web copywriter and marketing consultant. Since 2010, he has helped natural health, self-help and business opportunity clients—as well as local small businesses—become more visible, credible and profitable online. Read more.
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