Have you ever ever acquired a type of “You possibly can keep at our property for a low charge…for those who take heed to our 90-minute presentation” letters?
I acquired one three weeks in the past.
The “pitch” a part of the letter was simple and excellent — I may keep at a Westin property in Maui for six days and 5 nights for under $698. I’d need to attend a “personalised tour” with my husband to attain the deal.
Nevertheless it wasn’t the letter that knocked me out. It was the phrases and situations (T&Cs) on the again that had me doing a double-take.
Sometimes, T&Cs are boring and filled with authorized jargon. Many individuals don’t trouble studying them.
I do as a result of I’m that type of individual. And what I learn knocked me out.
Sure, the authorized jargon was there. Westin did a superb job protecting their authorized bases. However as a substitute of a laundry record of guidelines, right here’s what the T&Cs bolstered:
Exclusivity: The Westin made it clear that it wasn’t sending this letter to everybody. The T&Cs bolstered it was an unique supply for sure individuals who meet their strict necessities. Plus, simply because I settle for the supply doesn’t assure acceptance, which makes the supply really feel much more unique. Ooh, don’t I really feel particular!
Restricted-time supply: If I needed to reap the benefits of the supply, I had about two weeks to make up my thoughts. Instantly, I felt just like the strain was on!
Taking motion was simple: I could have had solely two weeks to make up my thoughts, however I solely wanted to pay $199 to order the bundle. Plus, I may journey inside 15 months. A lot for my objections of “I don’t know once I may take a trip” and “I don’t need to pay $698 proper now.”
I’d have an out: I’d get all my a reimbursement if I canceled inside 15 days. Giving me two weeks to vary my thoughts overcomes the objection of “What if I resolve a timeshare presentation isn’t for me?”
In reality, it was the T&Cs that made me name my husband and say, “Do you need to go to Maui?” As I learn him the necessities, he laughed and stated, “They used all of the copywriting strategies you educate. Exclusivity. Restricted-time supply. They did an excellent job.”
And so they did. A adequate job that the gross sales letter labored on me — and I’m a tough promote.
Did I enroll? No. Did I give it some thought? Sure. If I didn’t have a bunch of different stuff occurring, I may need regarded into the chance a bit extra fastidiously.
However I did study that T&Cs are a fantastic place to slip profit statements into your writing.
So at present’s lesson is to search for hidden copywriting alternatives. Are you able to slide profit statements into “boring” content material — like FAQs, explainer content material, and sure, even T&Cs?
As a result of when it really works, it really works effectively — and your beforehand “boring” doc is reworked right into a gross sales powerhouse.
What do you assume?
What’s a hidden copywriting alternative which you could leverage at present? Go away a remark and let me know!