Sell time.
As well as cost savings, customers are trying to save time. Therefore, when
positioning a product, focus on the ways in which it will save time for the
customer. Everyone wants to save time – it’s perhaps the most valuable
commodity humans have. This means that you’ll want to focus on how fast
the product is to take effect, and how little time is needed to put it into place.
Think “6-minute abs”. In this example, “6 minutes” is such a small-time
investment it makes the sale a lot easier. We can all imagine finding 6
minutes a day to work out our abs – pushing this aspect of the product makes
it highly desirable.
Start and end strong.
When you are listing a series of benefits to a customer, it is helpful to start
and end with the best. This is so you get their attention initially and push their
emotional state at the end, so they choose to buy. This applies to any form of
sales text, whether it is an email, article, or landing page. There has to be a
hook initially, and there has to be a clear, strong push at the end.
Test what works for your brand.
Every brand will have some persuasion techniques they currently rely on
more than others. Take note of these and then begin to integrate new ones and
add new creative directions for the sales copy. However, you don’t want to be
doing this in the dark. The best way to proceed with a campaign is to measure
results and then double down on what is working. Do A/B testing whenever
possible. This simply means trying one mode against another and then
choosing the mode that sells more. For example, create two different sales
emails to send to your email list. Have one focus more on time savings and
the other focuses on cost savings. Send these emails out and then track which
email has the best results. You now know which persuasion tactic is better
suited to the brand and where to focus in future. Always be testing. Find what
works. Do more of that.