Copy Tip 4: Your Goal
Yes, an objective. A goal. Just what do you want to achieve?
You’ve got to be clear on your goal well before you put pen to paper for your copy.
Otherwise, you won’t know what you want prospects to do once they read, view or listen to your message!
Sounds pretty simple, but there’s two really important insights to share.
Firstly, when you know your objective in advance, it helps you figure out the type of copy you need to create.
Getting people to sign up for a $20,000 per year coaching program is going to take different copy than booking in for dinner Saturday night at your local restaurant.
As well as a different message, the presentation and vehicle you use to get that message across will also be very different.
Your coaching program may need the vehicle of a seminar or face-to-face presentation to persuade your prospects to become clients, whereas you might use email online or offline postcards to fill the restaurant seats.
Secondly — something that’s often overlooked — make sure your message is focussed on achieving only the objective you set in advance.
What do I mean by this?
Let’s say you’re using lead-generation marketing to attract qualified prospects to your service.
Your first step might be — wisely — low cost advertising to attract interest in what you do. Your plan then is to have prospects request a free, valuable report, which you use to build credibility, and position yourself as the expert solution.
So your objective with the low cost advertising is NOT to sell your services … it’s simply to “sell” prospects on asking for the free report.
That means your initial message — even your testimonials and credibility copy — is focussed on convincing people it’s valuable to them to ask for the free report. Your testimonials would be more focussed on that objective than saying how good your service is or the results achieved (that’s for later, in the free report).
So when you create your initial message, all you focus on is getting across the value of the free report. Get it?
Once they’ve done that, you have the contact information and you can market more persuasively in your free report on the next objective you may have (eg consultation, audit, evaluation, meeting, booking etc).
So there’s two great things about knowing your objective (the first “O” in my MOOVE marketing formula)… it’ll set you up to create a responsive, successful message.
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