I remember when I wrote my 8 part blog series to show you how you can take your business to the next level using story-based marketing. The theme .. Vikings.
I was proud of that story and while I hope it helped you see how easy it could be to use copywriting to make your offers way more exciting and engaging, it left me with a single problem.
It’s something that most people struggle with – so I’m guessing you do too.
Far too often, we try to be clever and we forsake clarity.
When I first opened my VA business 15 years ago, I tried to come up with catchy names for my navigation bar. Since I did a lot of admin type stuff in the very early days, I used things like “Welcome Desk” instead of “Start Here” and “The CEO’s Office” instead of “About”.
I thought I had to be clever to stand out. And you shouldn’t just toss that idea into the garbage – but never, never, never be clever if you can’t be clear.
Do you know what happened?
No one ever went to those pages because they didn’t know what the hell they were. A few months later when I went back to “regular words” Google Analytics showed a huge influx of traffic going to those pages.
SURPRISE (not really).
Today an email from the good folks of Growth Tools popped into my inbox. So simple, so easy. 3 questions. 60 seconds. CLARITY and EASE.
Open up your website and go to your first inital offer, probably your lead magnet on your home page. But really, any first introductory offer you make to people.
Answer these 3 questions honestly in UNDER 60 SECONDS.
- What is it?
- How does it work?
- Will it work for me?
Here’s an example that I found online this morning from “Jump Rope Dudes”.
- What is it? How to lose weight using jump rope fitness
- How does it work? A free 7 day challenge
- Will it work for me? Look at those bods. Seems like it.
So there’s a few things I’d change and you can see HOW EASY it is to identify. If this was a new campaign I’d say go with it. But if you’ve been at it a while and looking to optimize, here’s what I’d do.
- The second question leaves a little to be desired. It’s good because I know how it’s all going to work (challenge) but they could beef it up a bit by telling us a little more about the actual challenge.
- That could be stock photos. You don’t get a ripped body from just jump rope so adding some social proof might go a long way here. Or even a cheeky little arrow and text that says “that’s really us”.
Here’s the example Growth Tools used in their email. I think it gives a good example of the different things I’d change about Jump Rope Dudes.
What is it? An ebook on how to improve your goalie game.
How does it work? 11 drills you can do to improve your goalie game.
Will it work for me? Social proof.
Your homework is to look at your main lead generation mechanism and answer the questions to ensure that you’re being 5000% clear on what you’re offering.
