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The 7 Deadly Claims (Part 2) — “Easy to Use”
Posted By Jeff Sexton On December 6, 2007 @ 12:04 pm In Articles,Copywriting,Customer Experience,Persuasive Online Copywriting | 7 Comments
What’s the real cause of your online visitors’ anxiety?
Answer that and you’ll take the first step toward invigorating your Web copy instead and ignoring weak claims like “easy to use.” Because “easy to use” isn’t so much a claim as it is an assurance, you can’t strengthen it until you know which fear you’re facing.
Visitor fears generally fall into two categories:
1.) They doubt their abilities. For instance, a fear created by a product that allows them to do things they previously couldn’t.
2.) They doubt their motivation. For instance, an anxiety generated by a product designed to streamline or enhance an activity they already do might play into their fears of managing time or resources.
Imagine the difference between selling a franchise or work-at-home solution to a first-time entrepreneur and selling an exercise program to a desk-bound worker. Doesn’t ease-of-use take on two dramatically different connotations? Still, “easy to use” makes no distinctions, so it’s an impotent claim either way.
Once you’ve figured out the fear you’re truly dealing with, here’s how to transform that flaccid cliché into solid, persuasive assurances, starting with the fear of time:
Just remember, “easy to use” won’t reassure visitors — and a visitor with doubts usually clicks away, fast. If you want her to buy, you’ll have to give her credible assurances that are tailored to her real anxieties.
Read more about the 7 Deadly Claims at your own risk…
[Editor's note: Is your website easily misunderstood? Sharpen up your virtual sales pitch at our Persuasive Online Copywriting seminar  on March 28th in San Francisco. Jeff and Holly will be your instructors for this first-ever West Coast edition of our popular one-day copywriting crash course. Class size is limited so that attendees can get real advice and actually learn something. You'll even get $100 off if you register  by 2/29.]
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2007/12/06/easy-to-use/
URLs in this post:
 Superior Customer Service: http://www.grokdotcom.com/2007/11/26/superior-customer-service/
 Easy to Use: http://www.grokdotcom.com/2007/12/06/easy-to-use/
 Most Experienced: http://www.grokdotcom.com/2007/12/11/most-experienced/
 We’re #1: http://www.grokdotcom.com/2007/12/19/were-number-one/
 100% Risk-Free: http://www.grokdotcom.com/2008/01/08/100-percent-risk-free/
 Cutting Edge: http://www.grokdotcom.com/2008/02/12/cutting-edge-web-copy/
 Best Value: http://www.grokdotcom.com/2008/02/28/best-value-copywriting/
 Persuasive Online Copywriting seminar: http://www.futurenowinc.com/poccta0308.htm?utm_source=GrokDotCom&utm_medium=Post&utm_content=Link-1265&utm_campaign=POCCTA0308
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