We all know the power of the sales pitch. There are those said to be able to sell ice to Eskimos, and we don’t doubt it. With the right message you can pretty much sell anything, and with the wrong one you can botch any chance of a conversion, even with a miracle product…like, one that literally performs miracles.
Our content development team at Big Red SEO knows that having a well-crafted message to sell your product or service is the most important aspect of your business (even trumping what you’re actually selling), but what do we mean by “well-crafted”? It goes way beyond having all the commas and semi-colons placed correctly. Coming up with compelling messages that appeal to different audiences in different ways and persuade everyone that your product’s the one to buy may seem like an easy task (or incredibly hard, depending on who you ask), but Big Red SEO’s content development specialists are here to set the record straight and let you in on some tips that can focus your content messages into powerful and compelling sales tools!
1. Keep It Simple
Simple messages that pack a lot of punch on multiple levels tend to do better than ones that ramble or have too many moving parts. Think about some of the most effective and memorable ad campaigns you know: “Just Do It.” “Got Milk?” “Yes We Can.” No matter the product being pitched, these messages resonate because they balance the universal with the personal in a clean, concise way that’s easy to remember.
2. Expect the Unexpected
People are hardwired to remember things that strike them as different, so if you want your message to stick, you need to break a pattern. Keep in mind, this doesn’t mean that wackier is better. If everyone else is creating off-the-wall ad campaigns (talking babies, mayhem, skydiving from space), you may be better served going smaller, more personal, with a different emotional thread.
3. Use Concrete Language
Concrete language sticks in your mind, and vague language doesn’t. You’re far more likely to remember an image or narrative associated with a brand than a dry statistic, especially if you’re being introduced to a new concept, so use that natural human tendency to your advantage and employ language in your content messages that’s both concrete and specific.
4. What’s Your Source?
Trying to convince your audience of anything is hard work—people are naturally skeptical, especially in choosing places to spend their hard-earned money. If you think you have the “best” whatchamacallit out there, don’t just rely on superlatives to make your case for you, because your audience will see right through them to the source.
Because it matters where the praise for your brand is coming from, employ testimonials, reviews from credible sources, and specific, well-placed statistics (along with visualizations of those statistics) to argue for your product or service.
The bottom line: outside sources (other happy customers, impressed industry experts, etc.) are a necessary addition to your content messaging campaign, because your audience sees them as impartial, and thus more believable.
5. Appeal to Your Audience’s Emotions Through Stories
Our content development team at Big Red SEO has saved the most important tool for last. Once you have messages that are simple, unexpected, concrete, and credible, you have to find a way to make people care in order for them to act. What’s the best way to get your audience emotionally involved in your message? Make it into a story.
Human beings respond emotionally to stories because of our inherent ability to empathize. If characters are well-drawn we feel what they feel, and stories that draw us in have the power to inspire and rouse us to action!
Contact Big Red SEO Today at (402) 522-6468!
As you can see, a lot of thought goes into crafting content messages that stick in your customers’ minds, but the process isn’t a big secret. By breaking down and analyzing the components of successful ad campaigns, you’ll see that the vast majority (though there are always exceptions, of course) follow these guidelines in creative, unexpected ways. Far from being constrictive and stifling, these rules allow for nearly infinite creativity and different ways for a messaging campaign to succeed.
As a full-service web design and SEO company in Omaha, Nebraska, Big Red SEO specializes in creating strategies that enhance our clients’ visibility to potential customers and raise them in the search engine rankings on Google, Yahoo!, and Bing. If you’re looking for content development strategies that will bolster your search engine optimization efforts, give Big Red SEO a call today at (402) 522-6468!