I took the plunge. After years of working out to a whole drawer full of videos, I wanted to try something completely different to me. Enter yoga. First, let me say, yoga is hard! I was not naïve enough to believe all the instructors could hold the various poses without a wobble or a single drop of sweat without years of practice. But still… yoga is hard!
Once I ordered my yoga video, I went about the task of looking for the necessary equipment I’d need. In this case, a yoga mat. Standing at my local store, I began to read through the copy on the wrapper of the selection of yoga mats. All the while I was thinking this should be like choosing a candy bar: get the one you like and move on. Not so.
Differentiation
How many times have I leapt upon my soapbox to preach “you must differentiate yourself… you have to make it ultra-easy for the customer to choose you”?
Not all yoga mats are the same. For instance, did you know that there are 6 elements used in the materials of yoga mats that are harmful to you and to the environment? Me either. But I didn’t want a mat that would harm me or my surroundings so when I saw the “Natural: 6P Free” I read on.
Give a Bonus/Freebie
Think this only applies to long, scrolling sales letters or information product websites? Absolutely not! The wrapper of this mat offers a free yoga workout download via the company’s website. Oooo… score!
Talk TO Your Customers, Not ABOUT Your Company
Another mantra of mine. Rambling on about your business won’t convince anybody of anything. Customers want to know what’s in it for them. Even when you relate information about your company (which is, in fact, necessary) you should do it with a customer-focus.
A Stronger Connection Means More Conversions
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Take a look at this headline from my yoga mat wrapper.
You and Galam: Together We Make A Difference.
Then they go into a list of 5 ways they help the environment. Yes, these are ways the company helps sustain natural resources, but this section of copy doesn’t read as company-focused because they included me in the headline. I feel like part of the team.
All the mats at the store looked the same. All rolled up, encased in cellophane and in a rainbow of pretty colors. They were all the same length and had a slightly gummy feel from the non-slip material they were made of. They were all priced within a couple of dollars of one another.
If it hadn’t been for the details above, I would have blindly grabbed the color I liked and walked away. But because this company took time to educate me about environmental and health hazards and because they offered an unexpected bonus, I was drawn to their product and away from all the other mats in the rack.
Writing effective copy is about so much more than just putting fingers to keyboard and rambling on about your product or company. It’s communication with your specific target customer on his/her level using his/her preferred communication style. It’s giving them what they want and positioning your company/product in such a way that they can see themselves using/buying what you offer. This is what the manufacturers of the yoga mat did to convince me to buy theirs instead of the other dozen options I had. And it’s what I do to get exceptional results for my clients, too.
© Karon Thackston, All Rights Reserved
