What your prospects aren’t telling you could explode your conversion rate
Let’s talk about desire and the role it plays in your business.
I want to talk about desire as a copywriter because copywriting can’t sell somebody something they don’t already desire on some level.
The art of copywriting is about taking your prospects’ hopes, dreams, fears and desires then focussing them on your product or service.
That means you have to know what those underlying forces are.
And that takes some careful profiling because your customers are unlikely to tell you their innermost drivers.
No one walks into a car dealership and asks which model will make them look the most successful — let alone which one will make them look most virile.
But no one spends $120,000 on a car because a Mazda wouldn’t hold the road well enough on the way to Woolies.
Because desires are unspoken, you can’t always call them out directly in your copywriting.
What you do is speak to them in your tone, your examples and your choice of words.
A couple of levels up from Uber X is “Uber Select”, not “Uber You’ll Feel Better About Yourself Than You Would in The Back of a Yaris”.
That choice of “Select” is subtle but it speaks so powerfully to the sort of person who’ll pay a bit extra to get from A to B because of what it says about them.
Do they see themselves as a thrifty Uber X person or as a “Select” sort of person?
So do you think the copywriting you’re relying on for sales takes into account those underlying desires, hopes and fears on your product or service?
If it doesn’t, it should.
We have lots of copywriting tips for conversion rate optimisation. You can also check out our guide to 7 things anyone can do to increase their conversion rate.