There’s a famous restaurant called Alinea. It’s one of only a handful of restaurants in America that have earned the coveted 3-star Michelin rating, making it one of the best restaurants in the world. But if you ask people who’ve dined there what makes it unique, most will tell you that, somehow, it’s not just the food.
Alinea is an experience. There’s a natural flow to the meal; a rhythm. Each course serves a purpose, like the individual instruments of an orchestra. The end result is something enticing, captivating, and memorable – and fun. Really fun. Most importantly, the end result sells people. It compels them to write glowing reviews. It makes Alinea the topic of conversation. The end result drives people back again and again. As a marketer, if you want to sell people like a Michelin 3-star restaurant, you have to execute like one. In other words, you have to 1) produce something remarkable and 2) present it correctly, logically.
1) Begin with your strongest benefit
In the advertising world, features tell and benefits sell. Of course, features should also be present in the promotion you create but, ultimately, they’re not closers. That’s why you have to sculpt your copy around a target persona, highlighting the benefits you know to be most important to him / her.
2) Expand on the most important benefit
Make your main benefit difficult to ignore by describing the actual positive impact it can make on your target persona’s life. Change your reader’s perspective. Plant a seed.
3) Explain exactly (and in detail) what the prospect will get
You’ve planted the seed, now water it. This is where you can drop some features. You can do so by painting a picture, which will give your reader something to visualize and gestate. Just don’t over-do it. Leave room for your reader’s imagination. After all, it exists for a reason …
4) Back up your statement(s) with proof
By this point, your reader has given you her attention, time, and effort. But she’s not a sucker, you know. She’s a leery, 21st century consumer. And if she’s to be sold, she is going to need some proof.
5) Tell them what they’ll lose if they don’t act
As a species, we’re constantly striving to prevent suffering and avoid discomfort. That’s why it’s important to incorporate some negativity into your copy by saying what might happen if they don’t buy into what you’re selling.
6) Sum up the most important benefits
This is your last opportunity to sum up the value your product or service will bring to the reader’s life.
7) Present your call-to-action
If you don’t ask your reader to take a specific action at the end of your copy — if you don’t tell her what to do next — you might as well have never written it in the first place.
What do you think about our suggestions? Let us know if you’ve implemented some of these tactics into your advertising copy and if it’s worked for you.