There are 5 mistakes that business owners make in the way they write their copy and content that subliminally repels their potential clients.
#1: “Thanks for reading”.
Are you bothering them or sharing news of something valuable that serves them?
#2: “I can help you…”
Can?
Or “I will…”
Which one will you trust knows their stuff?
#3: “The price is £500 or 4 instalments of £150.”
It’s illegal in the UK to charge extra for instalments.
So, yeah, that’s a good reason to show the instalments first.
There’s a buyer psychology reason too – stating instalments AFTER full pay leaves the person choosing instalments feeling penalised.
State instalment first, then discount the pay in full.
#4: “Ladies, this is for you…”
If your ideal client doesn’t identify as a ‘lady’, you’re letting them know they are excluded from getting your help.
A while back, I recorded an interview with G Sabini-Roberts on the topic of Gender Equality in marketing,
I invited them to speak with my community because I know it can be scary to ask questions in fear you might get called out, and G has a very compassionate way of explaining what our biases can blind us to.
If you’d like to watch the interview, let me know and I’ll DM you a link.
#5: “I’m so pleased with this bargain I got. £10 for a train to travel 500 miles instead of £100 for a one-hour flight!”
People who have more time than money, value discounts that cost time but save money.
Your IDEAL buyers have more disposable income.
Therefore, they will value their time and comfort most.
Don’t get me wrong, everyone loves to know they got a good deal.
But celebrating publicly a money bargain that steals your time is a neon sign that tells your IDEAL buyer you are not on the same wavelength.
And that’s a turn off too!
Veronica Pullen
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