Copywriting

Stop repulsing your prospects

17 August 2021

The jury is out, or is it? Some people see us as tricksters. And others believe we’re downright deceptive. So, how did we marketers earn our reputation?

One word: Repulsion

The origins lie in an ugly, yet preventable dynamic that we can call repulsion.

Repulsion is that feeling in your stomach you get whenever a company seems to be pressuring you into something that’s good for them, but not necessarily good for you. It’s the sense that you’re being pushed forward faster than you’re ready for.

Repulsive touchpoints create huge drop-offs in conversions because they leave prospects feeling distrustful and suspicious. It should also come as no surprise that this is reflected in the bottom line:

  • How likely are you to subscribe to a newsletter when you’re hit with a pop-up the moment you land on the website?

  • How many times have you said, “Yes” to a salesperson who was just checking in to see if you were ready to buy?

How do you design flows that avoid triggering the gag reflex?

You offer a free newsletter subscription after providing exceptional value for free. You ask for the sale after addressing all of a prospect’s hesitations.

With that said… how do you think your current funnels check out?

Fixing the issue is as simple as viewing your flows from the perspective of a customer and paying attention to your reactions. And if you’re too close to the product, you can just ask a friend.

We love to buy. But we hate being sold to

Put another way: We love eating cookies. But we won’t enjoy the most delicious cookie in the world if it’s force-fed to us.

This article teaches the art of seeing each customer touchpoint as a cookie offering… and how to make each one so appetising that prospects voluntarily reach for them.

Cooperation is humanity’s secret weapon

It turns a group of relatively weak, slow species into predators, tribes, and civilisations.

And because nothing in our lives works without cooperation, it makes sense that our brains are highly tuned to recognising whether a new person or group is likely to be a contributor or a taker.

We feel that instinct in action when someone asks for a favour (like a newsletter subscription) before they’ve first demonstrated their good intentions.

How do you avoid triggering this reflex?

Hey, we’re never ones to advise shortcuts, but if you’re in a rush, the quickest answer is to hire us!

Written by Sandy

In summary:

  • Put an end to the behaviours that give marketers a bad rap