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The 7 Deadly Claims (Part 3) — “Most Experienced”
Posted By Jeff Sexton On December 11, 2007 @ 3:23 pm In Articles,Branding,Copywriting | 4 Comments
But what about more run-of-the-mill situations or markets? Is experience still our top criteria when selecting a carpet cleaner? A baby-faced pilot might worry passengers, but would a baby-faced piano tuner inspire the same concerns?
For most of us, the answer is “no.” Typically, the lower the stakes, the less experience determines one’s buying process. Still, it can dramatically alter the persuasive landscape. Confronting the third Deadly Claim involves reversing the common writing perspective of pain vs. gain .
Do your prospects hear risk’s wolf-breath stalking their buying path? If so, persuading them with claims of experience is as easy as using your established track record to soothe their uncertainty and fears.
But if the perceived risks engender pursed lips and prayer-clasped hands? If your readers are focused more on gain than pain, merely citing your experience stops working. In that situation, you’ll have to…
Here are a few approaches for that 1st step:
Notice how I didn’t mention the company’s experience until after I made some other claim?
First, I referenced what experience has bought that company (miraculous saves, fewer mistakes, and satisfied clients). It’s only later that experience was used to substantiate how the company accomplishes those feats. Follow that same pattern and you’ll do fine.
As for the second step, be sure to associate your experience directly to the customer-facing employees, consultants, technicians, servicemen, and so on. No one cares if the company has decades of experience if the person helping them is a clueless newbie. Here are some suggestions on that front:
Read more about the 7 Deadly Claims at your own risk…
[Editor's note: Is your website a little too "experienced"? 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.]
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URL to article: http://www.grokdotcom.com/2007/12/11/most-experienced/
URLs in this post:
 Image: http://en.wikipedia.org/wiki/Dr._Nick_Riviera
 pain vs. gain: http://www.grokdotcom.com/2007/07/16/copy-perspective-monday-pain-versus-gain/
 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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