How To Write AMAZING Copy For Your Website: Rational Statistics Won’t Win You Any Arguments.
This is the second article in our series, How To Write AMAZING Copy For Your Website. Click on the link to read the first post in this series, How To Write AMAZING Copy For Your Website: Get Over Yourself.
81% of people don’t care about statistics
For the record, 81% of statistics are also made up. And 81% of those who make up statistics use the number 81.
Ok, so we made that up… but statistics really mean nothing to the individual. People don’t care about your sample audience or your rigorous research procedures.
People do not respond to statistics, rational arguments or even common sense. They don’t want to hear all the sensible reasons that they should invest in your product or service. If your site is speckled with graphs, charts and statistics it is likely that you could benefit from re-thinking your content strategy.
As a small business owner, you are already well acquainted with all of the benefits of your product. It is likely that you established your business on the premise that your service will help people or be attractive to them because it can enrich their lives in some other way. In order to convince people of this, they do not want to see cold, hard numbers.
So what do people care about if not your fantastic statistical analysis and otherwise very convincing rational arguments?
In order to convert more users into customers, your website needs to appeal to people’s emotions. You need to be able to convey that you know what they need and you understand what they want. You need to list emotional reasons and use language that appeals to people’s passions.
Empower your readers with the message of what you can do for them. How will your service make their life easier? How will your product make them cooler or stand out from the crowd? Essentially: list the benefits.
The benefits of listing the benefits
Ultimately, people care about benefits. If you can sell the benefits of your product, you already sold your product.
Don’t be shy: spell it out on your site. Don’t give your customers the task of reading between the lines. Your readers are lazy. They don’t want to translate your copy into a language that speaks to them. You need to specifically spell out the benefits of your service.
Directly address your reader. Make sure they are aware that these benefits necessarily apply to them. Avoid phrases like, “We help our clients…” or “Our existing customers enjoy…”
Your target audience are not looking to discover how you have helped other people: they are looking to see how you will help them. Personalise your content so that when your target audience reads it, it is as though it was tailored specifically to their needs.
Don’t throw all your hard-earned statistics out the window
Rational arguments may not be the way to win over a new customer or secure a lead. But they are effective tools when used properly to help reinforce the emotional message conveyed in the copy on your site.
Make sure you apply your facts and figures to the individual reader you are addressing. For example, do not arbitrarily list the number of customers who have used your service for over ten years. Explain why your reader should enlist your service (emphasising the benefits they will experience) and support this with evidence:
“Save time and money with alldayPA’s call handling services, and be safe in the knowledge that you will never miss another call. Answering 98.6% of your calls within 3 rings, you optimise every new business opportunity with alldayPA.”
Use statistical information to support emotional assertions. People are more likely to respond to emotional marketing but the provision of figures and ratios adds a professional element to your marketing strategy.
Shift the emphasis away from facts
In conclusion, it is crucial that when you come to write the copy for your site, you focus more on what your target audience wants and needs and away from what you do. You need to attract their attention by demonstrating an understanding of their lives, and work your marketing into this process.
Let us know what you think
We’d love to hear from you. Does your site focus more heavily on emotional marketing or statistical analysis? Which do you find works best?