Feelings not facts
I'm currently working with a client on his website content and had to give him some kind but critical advice on the content he sent me last week.
It was PAGES of information about his services that were really well written, but simply too much and the not the right TYPE of content.
My client was only doing what he thought was best, and probably what he had seen others do.
Because many businesses focus on WHAT they offer - providing in detail their procedures, products or services and all the features.
They forget that as consumers, we are driven by how a brand makes us FEEL.
That's why we'll pay $4 for a coffee at the trendy cafe with friendly baristas and cool interiors, rather than a cheaper coffee at the daggier place next door.
That's why we'll go to great lengths to get our hands on those slick new workout leggings we've seen our favourite influencers wearing, than pick up a non branded pair elsewhere.
We choose what to buy based on whether the brand appeals to our own VALUES and BELIEFS.
My client loves Tony Robbins so I sent him a few pages as an example of feeling-based copy. Check out this page as an example - you'll see actual details are sparse but emotive copy is strong:
And my client's response? Thankfully he took it well ;) ...
"Thankyou very much for all the feedback on my content……ok, so I think because we haven’t spoken for awhile I’ve obviously gone back into 'black and white, functional, no emotion, cut and dried, far too much information etc etc!!!' mode."
"I actually already know from personal experience with my clients that “people don’t buy the facts, they buy the feeling” as I spend far more time talking about my clients’ dreams and plans for the future and how my advice and strategies will help them get there."
"Client rarely want me to delve into the technical details of my product advice. Any more than just a basic overview of that stuff makes people fall asleep, plus they expect me to know this anyway on their behalf!"
It takes time and commitment to:
1. First really understanding the exact type or person (or people) you want to attract and their values, beliefs and attitudes.
2. Then, craft your copy to specifically appeal to them.
Here are some examples of others brands who do a great job - you'll see it's far from generic or corporate speak:
I hope this inspires you to look at your own content with fresh eyes.