In business, we sell. It’s natural. If you have a coaching business, you provide a solution to a specific problem and you sell it.
You may not use the word sell, or maybe you do, but no matter how you label it, you sell. Copy on your website, or on your sales pages, or in your emails does the same thing. Most of us, by now, have made a purchase based on copy alone.
You’ve felt the tug from words you’ve read to click the button and buy. Sometimes the compelling force was super hyped (albeit fun) language or nail-biting deadlines and countdowns, or fear of experiencing more of the frustration that the solution promised to eliminate.
This approach can lean a little to the icky side, am I right?
Yeah, it’s the nature of sales copy…to sell. However, all copy isn’t bad or laced with subliminal messages. Promise.
Actually, there’s another form of copy that is just as effective (if not more so) that inspires instead of pressuring.
“What?!” you say, “Too good to be true” you mourn…
Seriously, it’s called Emotional Value-Based Copy.
And I’d like to show you how you can bring more emotional value into your own copy, so your ‘words that woo’ are inspirational too.
Emotional Value-Based Copy or EVBC for short is simply copy written from a more emotional point of view. It’s written based on true emotions of the reader and not over inflated or filled with 15 countdown timers that make your heart race.
(Note: countdown timers are actually good to use, but sparingly and in legitimate situations.)
EVBC is refreshing, authentic, and connects you with your people on a much deeper level.
Here are 3 ways you can bring more emotional value to what you write for your business:
- Paint points (Yes, yes, I know you know about this, bear with me)
- Benefits (vs. features)
- Future pacing
Pain points – not your grandmother’s pain points, no. I’m talking about pain points that let your readers know that you get them. Like, really get them.
This is in comparison to using pain points to rub salt in wounds which can burn bridges if you’re not careful. There’s value in bringing the pain point to the forefront of the mind to help someone make a decision on what they want to or don’t want to experience anymore. But there’s also the kind of pain point focus that is used to agitate. It works, but you have to be ok with what YOU write.
Here’s an example:
Old School Pain Point:
Are you in your 60’s staring down the barrel at retirement years filled with sluggish days, too many doctor visits, and a bulging waistline to boot? It’s not going to get any better. Studies show that 7 out of 10 men age 60 and older spend 7 hours a day in their recliner. You might as well pick out the suit you’re going to buried in.
Refreshing EVB Pain Point:
60 is the new 40. And while you may be feeling a little sluggish, you have the ability to turn that around. Even if staff at your doctor’s office knows you on a first name basis, you can pick a new hobby. Don’t give up on yourself. You’re built solid and you have a fun-filled retirement to look forward to. If you could sleep better, find more energy, and drop the extra weight you’ve got in the next few months, would you do it? Just imagine what your partner will say… Your buddies will crack jokes about keeping up with you.
And those grandkids, you’ll be wearing them out and propping your feet up before their parents get home.
See the difference? Great! Now, give it a shot yourself and see what you come up with.
They are rarely used correctly, but hey, I understand, they’re not easy. I have to work at benefits every single time I write them, but I get there. Once you have them and they’re really, really good…you can use them everywhere! And they make a HUGE impact.
Use them in:
Here’s the tricky thing about benefits…they typically end up being features. When describing our product, program, or service, we think of all the things it does or provides in terms of straight facts. That’s good. There’s a place for that. But I want you to also show benefits.
What benefit does your program, product, or service provide the client?
The newest Wowzer Bubble Blowing Machine is:
- Has an automated bubble-blowing wand (with extra handheld wands)
- Has a convenient hatch for adding magical bubble-making water
- and more
But that doesn’t tell me, as a parent of a bubble deficient child what the benefits are for me and my kid.
But what if instead, this Wowzer Bubble Blowing Machine is:
- Cord free so you don’t have to worry that your children will trip over anything or get hurt
- Allows you to be hands-free and maybe even relax a little while your kids are entertained
- Easy & fast to reload with magical bubble-making water, so no screaming ensues when it isn’t making bubbles anymore
- Expandable by providing extra handheld wands so your children can join in on the fun and invite their friends…happiness abounds!
Can you see the difference?
Once you’ve nailed these…they’re gold. Gold you can sprinkle everywhere!
Future Pacing, oh how I love dreaming. Future pacing, in terms of copy, is telling your reader what their future looks like, post-solution. But it’s even more than that…it’s detailed, exciting, and inspiring.
When you use this nifty little EVBC feature, you get to show them what’s possible. It might look like this:
It’s Monday again. You sit down at your laptop to write, but notice something missing from your usual routine. You do a check in to see what’s amiss and realize that feeling of dread…the dread of writing is GONE. It’s not there.
Matter of fact, you feel downright peppy. Ever since you learned Emotional Value-Based Copywriting techniques, your writing tasks have become so much easier.
You open a blank doc and begin to type…what you need to say is flowing and feels SO good. 15 minutes pass and your next promo email is done! You grab your cup of coffee and lean back a bit to savor the moment when a chime interrupts your quiet victory sipping.
It’s an email alert that another sale just came in. You open your inbox to find that since you stepped away from your desk Friday, you’ve had 5 sales come in from the email you sent out Friday afternoon! Incredible…it’s working!
This new approach to writing for your business has you inspired and apparently it’s reaching your people too.
A grin spreads across your face… and it’s only Monday.
What did you think about that? It’s a quick version of future pacing, but I’m sure you get the idea. Give it a try.
The point here is to pull in as much real, honest-to-goodness emotion into your copy without it being hype-filled or fear-inducing.
Show your people that you know them.
Really know them and their pain. Provide a solution described in a way that empowers and inspires. Get’em saying YES through seeing what’s possible, not with heart-stopping adrenaline and impulsive fear. Stretch your copy dollar further and create stronger longer lasting relationships with your people.
And feel good about what you write.