If you want to grow business, you have two options: Throw away sales, or learn to create false choices.
How? By providing black-or-white options with no middle ground. Prospects feel empowered with choice. But since you create the options, you ensure they always choose the one you prefer.
The trick is to make your choice a no-brainer while phrasing options in a way that customers don’t feel manipulated. For example:
- "Sign up for our proven health improvement program now, or you might find yourself making the same unsuccessful weight-loss resolutions year after year."
- "You can now purchase our all-natural, pesticide-free baby food at your local grocery store—or continue taking risks with your child’s health."
- "You now have a choice: Speak with us today about maximizing your RRSP contributions, or start writing a cheque for the government."
True, such false choices can sometimes seem heavy-handed. But they work.
Knowing this, you can continue to write unpersuasive copy, or you can introduce false choices to see significant improvements in your sales.
Don’t have the time to do it yourself? You can struggle to squeeze one more task into your busy schedule, or contact us for expert copywriting on demand. Visit communemedia.com/mastercopy to learn more, get your complimentary quote and read more tips in our free blog.
1 comment
problem with this kind of approach is that the shlock merchants have been doing this for years – and people have learned to screen them out – however honorable the brand intentions are
anyways – different strokes for different folks I suppose
Miro
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