My friend the interior designer is going great guns.
She launched her site, put on an optin form, started calling people.
Next, she placed an ad somewhere online.
Comes into my office, all excited: My ad is live!
So I had a look.
It started with the headline: Interior designer
Next, it went: x years of experience, I can do your home, your office, your bedroom and living room…
So I told her: nobody’s going to care what you can do.
They don’t want to know that you’re an interior designer.
They want to know what you can do for *them*
You want to get straight in there, and with your headline give them an unmistakable, compelling reason to read the body text.
I don’t know, maybe something like: “Are you sick and tired of those old curtains?”
Or: “Isn’t it time to get rid of those smoke-stained curtains?”
Or: “Tell me, how bored are you with your home’s interior?”
It doesn’t matter what it is, as long as you hit the painpoints.
Rub salt in the wound. Tell them that yes, there’s a fix for furniture dating back the the 1990’s.
And then, only then, do you tell them that you are that fix.
So in the body copy, why not say: “What if you could gift yourself a new home, this Christmas?”
She’ smart, she got the point instantly.
Trundled off to her laptop, and clickity clickity tap.
20 Minutes later she comes back, flustered an blushing: “I think maybe I overdid it”.
I looked, and what I saw was great: A proper ad, one that identifies a problem, aggravates it, and then offers a solution.
And, very important, one that didn’t end in ‘Call me’.
Instead she took the ‘incremental yes’ approach, the way I’d explained it to her.
Meaning, she invited people to click on over to her site.
People do that, it’s a yes.
If they then sign up, it’s another yes.
They read her daily emails, more yesses.
Until they take the next step, the bigger yes: Let’s get in touch.
Of course she has it easy: she’s got me helping her every day – we’re close friends and have been for years.
I can’t do that for everyone, but what I can do is take my pen to your copy – ads or website or what have you.
And then I fix it, and you get it back looking like a million bucks.
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