LOOK FOR SIMILARITIES, DIFFERENCES & OPPORTUNITIES
1. JOT DOWN WHAT WORKS
Look back at your industry peers and jot down things that work for their offers. Does their audience love bundled offers? How about special packaging? Are the prices lower or higher than expected?
2. ASK WHAT YOU CAN DO TOO
Are your peers offering something interesting that you can add to your own offers? Do they offer customization, or one-on-one sessions, or video chats? Just because you didn't think of it, doesn't mean you can't offer it also if it fits your brand and style! Just make sure you make it unique for your offer.
3. NOTICE ANY GAPS
After all of this elaborate research, have you discovered any gaps in the industry, any space that you can fill easily enough? Maybe your peers don't offer goodie bags where you can...
Why Is LANGUAGE So Important?
BECAUSE IT HONES IN ON THE CORRECT CLIENTELE
You want your brand to attract people who are 100% interested in paying for your offers, not people who are wishy washy or, worse yet, unfit for what you're selling.
If your tarot deck is for women, say that without feeling guilty or narrow-minded for not including men. If you've made your product well and you niche correctly, men won't even notice they've not been included because it'll be clear that it isn't for them.
However, if - in that same example - you include men in your messaging and men don't resonate with your tarot deck because it isn't, in fact, for men, not only are you wasting time, but you're metrics will show a huge number of unnecessary clientele potential that you're never likely to appease with your current tarot deck. You're just straight-up missing the target.
Your sales copywriting should automatically answer basic questions your clientele may already consider before purchasing. "Homemade moon-cleansed tarot decks shipped directly to your home in custom, discreet packaging" answers six questions ('homemade', 'moon-cleansed', 'tarot deck', 'shipped', 'directly to home', 'discreet packaging') where "Tarot Decks For Sale" only addresses one ('tarot decks for sale').
WHY CHANGING THE TERM 'TRIGGER' TO 'TREAT' MAY BE AN IMPORTANT FIRST STEP:
How does it make you feel when you learn that a brand has used "trigger statements" to get you to want to purchase their product?
Pretty shitty, right? That's because we know, as customers, that the product should be good enough on its own to not need any emotional trigger language fluff to coerce us into purchasing it.
If you go into writing your website and sales copywriting with the mentality of using "trigger language," you may be building a foundation of coercion by using language to manipulate (or emotionally trigger) your customer's feelings.
AND THAT AIN'T VERY CAKE QUEEN, PRECIOUS!
Instead, I want you to look at the language you use as offerings of "treats," or things that your audience will naturally want because it's what they've been looking for all along.
Not everyone likes chocolate, for example, so don't think of creative statements to make people feel pressured into buying your chocolate. Use language that beautifully describes your chocolate without implying haste, or necessity, or demand, and let the product stand for itself!
MAKE IT THE BEST PRODUCT YOU CAN!!!
If you only have one product right now, that's fantastic news! It means you can focus all of your efforts on making that product the best it can possibly be.
Writing up compelling sales copy takes multiple drafts and hours of consideration when you first start out. After a few rows with this exercise, you'll get the hang of describing your products with emotional ease because it'll suddenly click: You're not here to sell, you're here to offer love to the community!
And once it clicks that your sales copy isn't about urgency or pressure, but about love, you'll feel a release from phrasing it all just right for the sake of a sale and a surge of love for what you're doing, why you're doing it, and how your customers will benefit from it.
Creating magnetic products means adding in the little stuff that takes your offer from zero to hero.
Should you source organic for your dog treats? Should you include a community forum for your e-course participants? Should you create custom tie-dye shirts per customer request?
Look at your products and what you discovered through your market research and find a way to incorporate simple additions to amp up their intrigue.
Sometimes, as the owner of the brand, it's hard to see the simple additions any customer would expect, much less the peculiar ones that serve to enhance your offers.
So take a moment to put yourself in your customer's shoes. What might they obviously expect your brand to offer with your products and what could be a peculiar addition that only makes your offer more fun?
Take a look at recent products or services you've purchased. What was it about that offer that really won you over? And how can you bring that knowledge into your own offers?
For each product or service you have, choose a few powerful adjectives to describe those offers.
Obviously you're no Webster's Dictionary (or are you?!?!), so head over to Thesaurus.com to get yourself some funky synonyms!