Marketers & business owners in consumer markets: YOU know people are busy, overwhelmed sceptics … bombarded with marketing campaigns … news flashes … silly pet videos … notification frenzies – you name it – all vying to steal their attention. So…
Beware your audiences’ snap judgements
Though your audience may not convert for dozens of reasons, 100+ years of tested marketing prove one method creates high-quality customers. Yet most overlook it…
But, ‘Attention spans are shortening,’ right? ‘People won’t read.’ So they say. And so most marketing invites snap judgements.
Now, unless you’d rather blindly copy most marketing – or accept groundless albeit popular drivel (we’ll come back to why it’s drivel in one minute), consider this quick example…
Do you remember the Amazon Dash button, released in 2015? Consumers could stick them anywhere and press to reorder detergent, coffee, nappies. Whatever. Whenever.
Maybe you also remember seeing ads for it and thinking, ‘WTF! Why would I use that?’ (assuming you didn’t just ignore them)?
If so, you weren’t alone. In 2019, Amazon axed Dash. People weren’t using it. Why? Because they don’t want to make snap judgements in favour of convenience.
Convenience is important, yes. But folks also want transparency. And to be well informed. (Don’t most of us? Don’t you?)
Now, with that in mind, let me ask you…
If your audience sees your marketing and automatically concludes, ‘Not for me,’ … ‘Don’t trust this,’ … or, ‘Don’t see the value!’ … without giving you a fair hearing (which they won’t, thanks to their busyness and risk-averse nature – common to us all, says Daniel Kahneman, Nobel Prize-winning psychologist)…
Will they buy more, at a higher value, more often?
Of course not.
Or what if – despite getting more clicks…
You get poor-quality opt-ins (like discount junkies)? Or remorseful buyers who cancel and demand a refund? Or who leave negative reviews?
They won’t help you create steady business growth either.
You know there are hordes of people out there. With cash to spend. Who want what you sell. Who will benefit most. Because…
You’ve established demand exists
But those people? They won’t shack up with any brand. And they’ve always got options.
Even if it means they do nothing. Even if it means they struggle on. Even if you’re sure your product is a stonker…
Unless they’re given a compelling, persuasive and airtight reason to buy, they won’t act.
As one direct response pioneer said:
“On most lines, making a sale without making a convert does not count for much. Sales made by conviction … are likely to bring permanent customers. People who buy through casual recommendations often do not stick.”—Claude C. Hopkins
(About whether people read: Hopkins referenced that argument as common on page 49 of Scientific Advertising – published 1923. So it’s nothing new. And he proved – via relentless testing – people do read what interests them. Even ads. As has every great marketer since.)
And though a lot’s changed since the early 1900s, one thing hasn’t: We’re still dealing with people. And overlooking what motivates people weakens business as if by a thousand cuts.
So. Before they convert, high-quality prospects must first have answers to all questions. Overcome all objections and anxieties. See proof of uniqueness, credibility and value. And conclude…
Clicking, subscribing or buying from you right away is – without a doubt – the next best decision they could make.
Though they won’t connect the dots alone … or wait for your product to sell itself … and they’re repelled by overly product-focused, demanding messages or hyperbole and unbelievable claims…
INTRODUCING “CUSTOMER CULTIVATION”: THE DONE-FOR-YOU CONVERSION STRATEGY & COPYWRITING SERVICE THAT HELPS YOU SELL
Give me eight minutes, 34 seconds … and I’ll show you how to get ideas for your marketing – persuasively put – that we can test with confidence
Apply for your FREE Conversion Breakthrough Chat
More about the 3-step process behind “Customer Cultivation”
Step 1: Discover
Your project starts with a kick-off meeting. This is when I’ll guide you through what’s needed to flesh out the basis of the project brief. (Which will constantly evolve from there on.)
With that, I’ll gather all we need about your audience, brand, product or service and competition. Plus any existing data you have.
What could that look like? Whatever it takes to help set you apart (and what most of your competitors won’t bother with), like:
- Interviews with some of your customers, product development team or other crucial stakeholders.
- Surveys to your email subscribers.
- Mining of reviews, forums and other online sources.
- Diving into relevant books, research papers etc.
- Testing your product to destruction.
- Scrutinising your competitors’ marketing.
- Whatever it takes! Because that’s where the juiciest (translation: most compelling) ideas are hiding.
But fear not. Because I’ll keep as much as possible off your plate. And you will get updates.
Step 2: Plan
By now I’ll have uncovered stuff like:
- The four forces that influence your best customers to buy.
- What your audience wants. And just as crucially…
- What they don’t want.
- What’s failed them so far. Plus…
- What could get them to buy from you.
Once analysed, you’ll get recommendations for messaging and positioning alongside funnel design (where applicable). And we’ll also optimise your offer.
And as I say, you will hear from me throughout.
Step 3: Implement
I’ll craft and refine your copy using time-tested and science-backed principles. Like those passed down through the decades by masters of direct response. And findings from behavioural science.
Your copy (and any creative direction) will be delivered via a shared Google doc. Because that’s the easiest way to collaborate on a multi-talented team.
For web copy, you’ll also get a wireframe (either PDF or shared via Figma or similar). This helps everyone involved understand on-page constraints, messaging hierarchy and creative direction.
We’ll review your copy as a team. Because although it’ll be crafted for persuasion, readability and brand-alignment, etc., you’re the expert in what you do. So you’ll need to be happy from aspects of compliance and accuracy, for example.
You’ll get any agreed amendments within 48 hours. And once you sign off on the final version, I can help you and your team implement and test your new assets, as needed.
Apply for your FREE Conversion Breakthrough Chat
WHAT WILL YOU GET?
Strategic, data-informed copy for your marketing – done for you. Crafted to help more of your audience choose you.
If we agree to collaborate, I can help you with…
Funnel strategy
Drive sustainable growth. With funnels optimised for your audience. So more of them become happy customers.
Ad copy
Get qualified clicks or retarget those who don’t convert. With ad copy crafted to deliver the right message to the right people.
Web copy
Convert more perfect-fit visitors and repeat customers. With data-driven landing pages, product pages, web pages and sales pages.
Sales emails
Build trust, encourage engagement and boost sales and revenue. With demand-channeling emails and campaigns.
Need help with another format? No problem! Provided your goal is to convert web traffic and email subscribers into customers, I can help.
Apply for your FREE Conversion Breakthrough Chat
WHAT WON’T YOU GET? NO UNNECESSARY BURDENS ON YOUR TIME AND…
None of the headaches you may associate with hiring outside help
Conversions or revenue can’t be guaranteed (click to see why).
Of course, our goal is to help you sell more. That’s why my process exists in the form you’ve seen above. But factors besides strategy and copy may also impact results.
And I won’t guarantee something I can’t control.
The point is to form a hypotheses about what could convert. Then to test it. Double down on what works. Then test some more.
Because that’s what direct response marketers have proven to work for over 100 years.
And because that’s how you can stay ahead of your market. And your competition.
However, you can be sure your project will run as smoothly as it can. And that, as my valued client, you’ll get the unwavering support you need to create business growth. Specifically…
- You will always know where you stand. I’ll keep you up to date on a regular, agreed schedule (e.g. via weekly email updates). You’ll know what’s happening, throughout your project.
- You will receive what you expect. When you expect it. We’ll agree on the project scope and timelines before starting your project. We’ll only alter our plan as a last resort. And you’ll never be kept in the dark.
- You will have priority contact with me throughout your project. You, your team or any other project members will get a response during business hours, via our agreed method within 24 hours of initial contact.
Apply for your FREE Conversion Breakthrough Chat
“I found Ben punctual, honest, reliable and completely trustworthy. Always working very hard, to a high standard.”
Margaret Beresford, client of previous business
“Ben does things better than one expects. Efficient, accurate, knowledgeable and hard-working. A pleasure to work with.”
James Barclay, client of previous business
Imagine your perfect-fit buyer in the not-too-distant future…
They see your latest marketing.
They lean in. Their head tilts forward. Eyes widen. Pupils dilate. Mouth opens, just a fraction. They smile. Their thumb hovers. Then…
CLICK!
Yes! You’ve recruited another customer. (Question is: How many others could follow?)
WAIT! WHY WOULD YOU AGREE TO WORK WITH ANY COPYWRITER BEFORE YOU’VE…
Recieved up to three FREE ideas about how you could sell more?
Apply to join me on a Conversion Breakthrough Chat. (Also free. And without obligation.)
It’s the most efficient way to:
- Get to know each other.
- Flesh out the problem you most need help with.
- Help you gain the clarity you need to move forward – with or without my help.
Simply complete the short form below (before your competition books me first). You’ll get a reply within two business days, excluding UK bank holidays.
Your details are confidential. Always.
‘When will I get a reply? And what should I expect next?’
For new enquiries: Within two business days, excluding UK bank holidays. (Existing customers get priority.)
Just complete one of the forms on this page and press ‘Send message’. Then I’ll look at your website and socials. And I may sign up for your emails.
You’ll get answers to your questions. Plus any follow-up questions of my own.
If I think I can help, you’ll also get a link to schedule your free Conversion Breakthrough Chat.
To protect your time and mine, if there’s any reason why we shouldn’t collaborate, I’ll let you know as soon as possible.
Before your competition books me first
‘Who do you help?’
Mainly marketers and founders who sell products and services in consumer markets, both online and offline. However…
I’m curious. And I love to learn and absorb new information. So I’m always up for a challenge. So are you in SaaS? B2B? Either way, it can’t hurt to at least have a free chat.
Exception: If you’re in a highly-specialised and regulated field – like medicine or law – you’ll most likely need a specialist with applicable experience and qualifications.
What if I don’t have direct experience in your niche? It’s common perception that this is a problem. Yet the principles of persuasion and buyer psychology remain the same across markets. Because although you may deliver a different set of benefits, we’re ultimately appealing to human nature.
And besides, could it really hurt to get a completely new perspective, from someone who isn’t weighed down by industry biases, who can’t see past the same tired old ideas?
If you’d like to get in touch, just so you know upfront, here’s what I look for in a client:
- You sell a quality, well-designed products or services.
- Your product fulfills a proven need in people’s lives.
- You have a large market full of people ready to pay well for what you sell.
- You take a strong moral stance in all you do – including your approach to marketing. (I won’t help perpetuate lies, unsupported claims or use shitty tactics like false scarcity.)
- You’re keen to explore new ideas and step outside of category norms. Because that’s what it takes to grow.
- You have realistic goals. And you’re willing to adapt when circumstances require it. (Because hey, that’s life.)
- You understand that the right strategy and well-crafted copy can be valuable. Yet it’s no magic bullet.
The only other thing I require is that I can get excited about what you sell. Because that’s the only way I can help get your audience excited too. And the only way to see if I can get excited is for you to…
Before your competition books me first
‘Can you guarantee conversions?’
No.
Of course, our goal is to help you sell more. That’s why my process exists in the form you’ve seen above. But factors besides strategy and copy may also impact results.
And I won’t guarantee something I can’t control.
The point is to form a hypotheses about what could convert. Then to test it. Double down on what works. Then test some more.
Because that’s what direct response marketers have proven to work for over 100 years.
And because that’s how you can stay ahead of your market. And your competition.
To do that, you’ll need a committed team-player. Someone who’ll invest in your project – instead of overbooking with other clients. (Or whatever other reasons freelancers give for not following through.)
If that’s sounds like the kind of support you need…
Before your competition books me first
‘Can you just write copy without doing research?’
As you can see from the video above, research is the foundation for every project.
So no, I can’t ‘just’ write copy. The world’s already full of desperate “Buy my stuff!” type pleas. (Which just turns people off.)
How can you do different? Connect with your audience. Help them see the value you provide. And why they can trust you. Then present them with an offer crafted for them that they won’t get anywhere else.
To do otherwise would be pointless. And, therefore, unethical on my part. Because it won’t help you sell (or certainly not as much).
Do you already have recent research, including voice of customer (VoC) data? Great! We can probably use that to help speed things up.
Either way – and only if my approach is cool with you – the only way to figure out how best to move forward is to…
Before your competition books me first
‘How can I find out more about you?’
You can click here to visit my About page.
If you’ve not seen the video above about my method, you can click here.
If you’d like to know more about my approach and how I think (and you’re not ready for my done-for-you service right now), you can join my email list: COMING SOON.
Otherwise, what better way than to have a short chat, direct with me?
Before your competition books me first
‘I’m launching a new product or service. Can you help?’
I’m best positioned to help businesses that have achieved product-market fit. Because I need to know you have a target market that I can get to know. Because that’s where the demand is.
That’s not to say that demand doesn’t exist for new products or services. And in marketing, our goal is always to influence people to switch to what you’re selling. So you’ll need to channel that demand in your new direction.
As I say, I’m curious and up for a challenge. So if you’d still like to chat about your goal, please get in touch below. I’ll do my best to help. (Or let you know ASAP if I can’t.)
Before your competition books me first
‘What other services can you provide?’
I’ll help you sell more in any way I can.
My focus is on optimising your customer journey and on conversion copywriting. So I’m best positioned to help with ads, web pages (including sales pages, product pages, landing pages etc.), email marketing or most offline formats. (Which may pay you to consider alongside your online efforts. Because so few do these days.)
The good news is we can apply many of the principles I follow to any marketing that seeks a response from your audience.
How? Because that’s where I’ll start: By creating a message map that’s unique to your brand, product, competition and market. That blueprint – alongside a slew of time-tested and science-backed principles – can be used to produce any conversion asset.
(Please note: I don’t provide services besides conversion strategy and copywriting.)
Before your competition books me first
Ready to apply for your FREE Conversion Breakthrough Chat? Can’t find the answer to your question? Any other queries?
Either way, you can fill in the short form below. Or use one of the methods on my contact page.
APPLY FOR YOUR FREE CONVERSION BREAKTHROUGH CHAT AND…
Get up to 3 FREE ideas (without obligation) to help you sell more, more often…
Simply complete this short form. You’ll get a reply within two business days, excluding UK bank holidays.
Your details are confidential. Always.
