The Details That Get You Noticed

Last week we talked about giving your prospects a “reason why”
to buy your product or service.

This week we are discussing specificity.

So what’s the rule on being specific in your marketing?
Do it.

No rocket science there, but you’d be surprised how valiantly some people resist this simple technique.

They’d much rather use copy like:

“Save Hundreds of Dollars on Overstocked Items”
“How I Made Over $200,000 Last Year After Reading This Book”
“Shed Unwanted Pounds in Weeks”

Instead of far more effective copy like:

“Save Up to $955 on Overstocked Persian Rugs and Area Carpets”
“How I Made $237,767.83 Last Year After Reading This Little Known Book” (accompanied by a photocopy of this guy’s tax return…with all other sensitive information on that page blacked out of course)
“Lose 3 lbs. a Week and Keep It Off For Good!”

Why do marketers do this? Because they mistakenly believe the first set of examples will appeal to more people in more places at more times. The reality? It doesn’t. Examples like the first three simply dilute your message, and appeal to no one.

Think about it. If you were to read or hear these headlines in the course of your daily life, which ones would you more likely believe? Which ones sound more credible? Which ones sound most promising?

The more specific you are in your marketing and copywriting, the more believable you will be. And the greater success you will have with prospects. As you know, prospects buy from people they like and trust.

And yes, this applies to the body of your marketing pieces as well. Get specific with your testimonials, case studies and every other bit of information you share with prospects. Specificity implies truth and proof, two things prospects need to feel comfortable they’re making good decisions.

Quick Tip: Odd numbers are more compelling than even ones. Use them in your headlines and body copy. Example: “Top 11 Tips to Get…,” “9 Ways to…,” “7 Signs That…,” “21 Reasons Why…”

Next week we’ll explore what we’ve already touched on briefly in this e-tip, the power of TRUTH and the surprising ways it can work for you.

Committed to your marketing success,
Lina Penalosa
May 17, 2005