Copywriting Best Practices: Perceived Value vs Actual Value
A conversation about drool-worthy, push-purchase-right-now marketing and your words.
When the perceived value of your offer isn’t aligned with the actual value of what the consumer receives.
Take a second and imagine this for a second…
It’s mid afternoon and you’re taking a scrolling break. You open up the gram and *that* coach, the one who you admire and look up to, has popped up #1 on your IG story feed. You click & proceed to watch their entire pitch, dripping with juicy testimonials and tempting promises
They’ve given you just enough information to know you want this… but not enough to know the details. So you pull out your wallet (which you actually dragged yourself off the couch to go grab) and before you know it, the receipt has made its way right to your inbox.
You’re hyped up on the high of a new purchase, especially a big one.
You’re even standing by, watching the person’s Instagram stories, waiting for them to celebrate your investment.
Fast forward a few weeks to the start date of the offer…
…and things are not as you thought they would be. You find yourself confused because things just aren’t as you thought they would be.
Your expectations and reality are at war with each other.
The coach isn’t facilitating conversations
The training dates keep getting changed
The trainings themselves have nothing to do with the marketing promise
The community you were promised feels non-existent
Your questions aren’t being answered
Leaving you wondering if you made a mistake.
Wondering if you misunderstood the deliverables.
Wondering why you even invested in this thing in the first place.
Until push comes to shove and you finally understand that this wasn’t worth the money.
That’s because the value you perceived from their marketing isn’t aligning with the actual value of the offer.
Let’s talk about it 👇🏼
Marketing is an incredibly powerful tool. It can paint a picture of reality, talking right to the dreams a future client has never had the guts to utter out loud… it can tear future clients right down off of their high horse… it can empower future clients right into action that starts RIGHT NOW…
You get the point.
A popular marketing strategy in the coaching community has been giving just enough information to get future clients in the doors to a secret offer, leaving the rest up to interpretation.
In terms of sales - brilliant⚡️🤸🏻♀️💃🤩
People that need that dopamine hit are gonna come RUNNING to get inside so they don’t have to suffer from FOMO. Friends with ADHD, I’m looking at you 👀
But on the flip side, it can create a lack of clarity among potential clients in your audience, thus creating a situation of expectations versus reality.
When all is said and done, it’s going to come down to your integrity as a marketer. And the promise, regardless of how much marketing is done around it, needs to deliver so that your people don’t feel like they misunderstood, got swindled or worse, wasted their time and money.
(The promise is that one big thing you’re going to deliver on in your offer that is made crystal clear in your copywriting).
As you move forward and consider your marketing plan, make sure that delivering on your promises is part of it so future clients don’t feel swindled.
After all… it’s just your reputation on the line. 🤷🏼♀️
Craving more content that’ll teach you how to market your offers in integrity to your business mission and values?
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