Hey, everyone. Very quickly before I dive into the content of the workshop, I just wanted to apologize for having to cancel last week’s workshop at such short notice.
Unfortunately, we had a very poorly timed stomach bug come through our families. So it was just, not a situation in which I could have fronted up for an hour on Zoom. Anyway, here we are with plan b. What’s going to happen here is I will be, sharing all the hows, the what’s, the whys, all the theories, some examples of how to leverage direct comparisons in your copy.
And if you have any questions on anything I share here today, if you want some help or a second set of eyes on how you’ve applied this to some copy you’re working on at the moment, or if you wanted to even talk about how we could take this practice from the world of copywriting and apply it to, for example, your sales calls, please just tag me in Slack and let me know. I would absolutely love to work through this kind of stuff with you. So don’t be shy in reaching out if you would like some help or some support. That’s exactly what I’m here for. Okay. On that note, let’s dive into the meat, of the workshop. Let me share my screen with you.
So as you know, today’s session is all about how to leverage direct comparisons to make your offer a really easy yes for your ideal prospect.
So very much building on this month’s theme of straight line copywriting.
Now the best place to start with this stuff is to really highlight the fact that when it comes to decision making, our brains absolutely love comparisons.
Why? Well, quite simply it’s because they allow us to assign value to the options that are in front of us and therefore make a really informed decision.
They help appease the rational part of our brain. If you’ve ever read Thinking Fast and Thinking Slow, you’ll know that, we typically make decisions, relating to all sorts of things, including what to purchase based on the rational part and the emotional part of our brain. So there are two different systems at play. Comparisons really appeal to that rational part of your prospect’s brain. Because what they allow us to do very easily is have a justification for why we’ve made the purchasing decision. And importantly, it’s one that your prospect can really easily share with others in their life.
So if the offer that you’re writing copy for is something where your prospect will need to justify their decision to perhaps their boss or their team, maybe their spouse, maybe their friends, maybe their peers, This tactic and this approach of leveraging direct comparisons is actually incredibly beneficial because it gives people the data which they can easily use for that purpose. Right? They feel really confident in sharing why they chose this offer above, other options on the market or why they think this will actually work when perhaps previous purchases in the same realm have not delivered the outcome that they were after. So keep that in mind, as we move forward from here.
Now, of course, we’ll be talking about how direct comparisons apply to the kind of offers that you’re writing copy for. But I think just to get you in the headspace of getting a feel for or realising how these things come into play in everyday life.
We want you here for a minute to think about the bread aisle at your local supermarket.
Now, depending on where you are in the world and how big your city or your town is, your supermarket bread section may not look like this.
The one up the road from me here in Sydney absolutely does. I would say it’s probably even larger than this. There must be close to a hundred different options at least, of bread. Now if you are to leave this recording and go and ask your housemate, your partner, your kid if they’re old enough, hey like what what kind of bread do you choose when you go to the supermarket and can you tell me why?
I guarantee you they are going to have a list of factors in there that are comparative. So that are comparing their bread of choice to other options that are there on the shelf. So for example, and it’s quite sad that I know this much detail about my husband, but I know that whenever he goes to the supermarket, the loaf that he chooses is always just the generic supermarket brand wholemeal bread. And I know that he chooses that because he likes it.
It has more fiber than white bread, right? He’s healthier moves things along, I guess.
And also he likes it because it has less, of those, like, seedy or grainy bits compared to, the whole grain bread. Also, I know that he likes it because of the size of the slices and the way that they fit into our oldest kids lunchbox.
So as I’m talking through this, I mean, yes, those are no pedantic things to be thinking about, but that’s how he justifies his decision. That’s how he has watched the place of knowing that that is his top choice of life. Now, of course, the reasons that you have or the reasons that the people in your life might have for their particular choice of bread are going to be different because different things matter to different people.
The point is that if you drill down enough into someone’s choice of bread, you will get to a point where they are able to articulate why they choose it in relation to other options. So how they think their choice of loaf is different and better than other things that they could have chosen instead.
So the point that I’m trying to make here is that value is relative, right? So it only exists in relation to other options and it’s also subjective. So what matters to me is going to be different to what matters to you in most cases.
So this means that we’re better able to illustrate the value of an offer when we actively compare it to options instead of talking about it in isolation, honing in on the aspects that actually matter to our ideal prospect, right, rather than trying to prove some sort of global superiority.
So two really important points here. Right? We need to compare options to other available alternatives, right, in order to help someone understand in a really concrete, aidable way why something is a different and better option for them given what they value in the thing that we’re talking about.
Now it’s really important that when you are leveraging direct comparisons in your copy, you are really focused on what actually matters for your ideal prospect. If you try and take this a step above and go sort of a step higher and you try to prove some sort of global superiority, like, well, this is simply just the best offer on the market for anyone, you’re going to get tripped up. Because of course, the thing that makes your offer the best fit for your ideal prospect is going to make it not the best fit for the people who aren’t your ideal prospect. Right?
And that’s good. That’s why niches exist. That’s why specificity sells. Right? I also think there is a mindset hurdle that you would also come up against if you were to try and prove that your offer is just absolutely the best flat out regardless of who it’s serving.
So really stick to what the data tells you about your ideal prospect, what they care about, and how your offer responds to that, or how your offer serves those things, those points of difference.
So on that note, if you are not already asking this question in your voice of customer research, start.
How does insert your offer compared to other insert the category of your offer things you’ve tried or thought about trying before? So for example, how does CopySchool Professional compare to other copywriting masterminds you’ve tried or thought about trying before?
How does ConvertKit or KIP I think they are now calling it compare to other email marketing platforms you’ve tried or thought about trying before?
Asking this question alone will get you such rich data and will get you all the information you need to actually go ahead and make really effective comparisons in your copy. It will unearth who your competitors are and also how your offer is different and better in the ways that matter who your ideal prospect. So this question unearth some absolute gold. So if you’re not already asking it, again, please start folding it into your research process.
If you’re looking at this and you’re thinking, oh, that doesn’t quite fit with the project I’m working on, because I know that my ideal prospect hasn’t actually invested in a solution, for this problem or this challenge or to work towards this outcome before, this question may serve you better. What stopped you from getting help with this kind of thing before? So what this will do is help you pinpoint and uncover objections or perceived faults or flaws with available offers that ideally your offer can speak to. Right? You can say, oh, well, actually, you know, you might be worried about x. Here’s what our offer does in that respect that is different and better. So what you’re doing here is making a really clear case for your offer in a great fit in all the ways that matter.
Now I wanna show you a real world example of what this looks like, so you can see how easy and how powerful it is in copy.
So what you’re looking at here, is a spreadsheet I’ve just exported from one of my type forms, a bunch of responses to this question, which is one that has existed historically in my feedback form for a copywriting course that I’ve recently retired.
So don’t worry. I’m not trying to sell you on this. It’s just, it’s just a really good example of direct comparisons. And I think because we are mostly copywriters in here, it might be helpful because you probably know some of these competitors. Right? And certainly you will know copy school.
So as you can see here, the question I ask in the survey is how did it compare to other copywriting courses you’ve taken. Right? So I’m asking about how this offer compared to other offers in the same category.
So you can probably already see that even where there are no competitors mentioned or where there are no direct comparisons drawn, There’s some really juicy, voice of customer here that I can obviously leverage to help someone offer through testimonials. So even the second response here, like brain camp is the only copywriting course you need. That’s a very powerful headline to be able to leverage somewhere. It’s a very powerful point of social proof. And often, you know, down here, you know, Braincamp is where I’m with the best copywriting course I’ve ever taken.
I did something strange there. There we go. Sorry.
So just also to highlight that as well as giving you all the data you need to make the comparisons really actively in your copy between your offer and other available alternatives, this question can also yield just some super powerful social proof that will really help position and sell your offer in a really effective way.
Now what I’ve done here, as you can probably see, every time someone has mentioned a competitor or a competing offer, I have put that in orange.
You know, you can see Sarah Turner’s Right Away to Freedom, copy school comes up a few times. Kate Toon, copy hackers.
I think there’s also some reference to the copywriter think sorry. The copywriter club think tank, yeah, Accelerator. I think Tarzan gets mentioned somewhere in here as well.
So, you know, a lot of big names, but also a lot of clarity for me on who or what else my ideal prospect is considering or has tried before when it comes to investing money towards this goal or towards solving the problem or not feeling like they are a really confident effective copywriter.
So that information is incredibly useful because it gives me those direct comparison points that I can leverage.
The pieces of, these feedback, snippets that are in green, the ways in which these prospects or these customers have identified Braincamp as being a better, more appealing option for them. Now again, I’m not focused here on trying to prove that Braincamp is the best copywriting course ever. I’m really using this question to understand what matters to my ideal prospect and how Braincamp is a best fit option for them. Because I know without a doubt that there are many, many, many people for whom Braincamp would not be the best fit.
And that’s great. I don’t want to attract them to the offer. I actually want to weed them out by highlighting these points so I can draw the right people in We’ll let the other people off the book. Right?
If it’s not the best fit for them, it doesn’t serve either of us for them to actually come in and join the program.
So as you can perhaps see, a lot of the pieces in green make the same points. So more holistic human centric understanding of copywriting, more focused on sales psychology, much more human centered.
There is also a lot of reference to the fact, that, for example, the Slack chat in workshops was so intimate and every question I had got answered.
The intimacy and attention afforded by the small group nature of this course blew away every other copywriting course I’ve taken. So a lot of the points are really similar, which is great, right? When you start seeing those patterns in your voice of customer data, you know you are hitting on something.
So I won’t spend much more time going through this raw data here. What I really want you to take away from having a quick squeeze at this spreadsheet, I mean, look at so many responses here, is that, this simple question gives you all the information you need. Right? It’s then so easy to take this and put it into copy and put it in a format that is incredibly easy for your prospects mind to grab a hold of and pull into their decision making process. So if you’re wondering, okay, what does that look like?
My favorite way to illustrate how an offer is different and better is by writing copy into a comparison table.
Very simple, very effective.
So I’ll have a I’ll do a quick, little scroll of this section of Brain Camp sales page.
I know there are a lot of other copywriting courses out there on the interwebs. Your time is precious and money doesn’t grow on trees. So chances are you’re wondering why you should invest in this one. This handy little table is here to help. Now as you can see, even with this headline, I’m being very direct and very upfront about the fact that, yeah, I’m sure you’re looking at other options or maybe you’ve bought other copywriting courses before and you’ve been underwhelmed by, you know, what’s been waiting for you inside or the kind of results they’ve helped you achieve. I’m addressing the elephant in the room head on, because if I don’t, I can’t effectively talk to or demonstrate how this offer is different and better for the ideal prospect. So don’t be afraid to be really direct.
It’s a much more powerful tactic if you are able to just be really matter of fact and straight to the point.
Now as you can see here, one column here is devoted to other courses, and these points are all pulled from that data in terms of what people found disappointing or lacking about some of the other courses they had tried before.
This column on the right here is all the ways in which Braincamp is different and better on those points. So I put in here all the bits that matter based on that voice of customer research, and they’re all here as direct points of comparison. So for example, you would have seen, in that spreadsheet that I showed you a minute ago that there was quite a bit of, feedback on the fact that the intimate nature of the course was really valuable. So of course, there’s a point in here about that. So other courses have ginormous cohorts, little opportunity for one to one attention.
Brain camp has just twenty five spots up for grabs. By the end of week, we’ll know each other’s names and niches. By the end of week twelve, we’ll probably have matching hats. If you want to need one to one attention, all you need to do is hit me up in Slack, send me a copy for critique, or ask me a question during one of our live workshops.
Of course, I could read all of these out to you. Let me just pick another one just for reference. So, I think one of the other points I called out when I was going through those responses, in the Google Sheet were that people liked the deeper psychological approach, the human centered approach. So other courses teach basic psychological concepts like loss aversion and anchoring.
These are great, by the way, but they can only get you so far. Braincamp takes a deeper applied approach to psychology to give you a genuine edge on your competition.
So this table is really just regurgitating all that voice of customer in a really organized way so that my prospect can read this and have a really direct component of comparison for each hesitation they may have based on their prior experience of this kind or this category of offer. So as you can see, it makes the mental processing incredibly easy, right? Everything is here for this person. This column on the right is basically the justification that they can pass on to anyone else in their lives who they feel needs to hear it.
It also, of course, as I mentioned, helps, really appease the rational part of their decision making process.
Now importantly, whenever you do make these comparisons in your copy, you need to prove them right away. If you don’t, you’re simply seeing your prospect to trust what you say. If you’re able to prove the points as you make them, you’re closing that tap. Right. There’s no question then in your prospect’s mind about whether this is actually a legitimate claim.
They can see that these claims are being backed up by real life human beings.
In this case, because I have all that beautiful data from asking that question in my feedback form after the course is complete.
I’ve gone with testimonials. Right? And the testimonials that I’ve chosen to feature here speak directly to the points that I’m making above, and speak directly to those comparisons. Right? So people can see that there are other people who’ve been through this course, who ideally they know. Right? I’m also strategic here about who I’m featuring.
You can also do that too. So, for Braincamp in particular, given the most, commonly referenced competitor was Coffee School, I have picked people here who are possibly well known in that Coffee School realm. So we’ve got Kenny Williamson, we’ve got Nick Moors, we’ve got Christine Noriano, and also Amisha. So, you can also be strategic with that. Right? Because with your social proof, if your ideal prospect knows off or already knows likes and trust to some extent or maybe looks up to the person whose proof you’re featuring, that helps that proof land even more powerfully.
Anyway, that’s a bit of a side note. I could talk about social proof all day long.
But just remember that whenever you’re making these claims about how your offer is different and better for your ideal prospect, you are able to back them up with some sort of proof.
Now, of course, all that delicious data about how Braincamp is different and better for the right prospect, deserved more airtime than simply being on one portion of the sales page. So I had an email. This is from my twenty twenty launch of the offer. If you’d like to see, the full email, just let me know. As you can see it, it lives in my Google Drive so I can very easily share the link with you.
Bold subject line, something I would never say about my own offer, but something that, the voice of customer data says for me. So from a mindset perspective, it makes it so much easier for me to lead with this information. And again, it’s not that I think Braincamp is or was, you know, the top tier copywriting course in the whole world. It’s just that for a certain type of prospect, it was the best fit offer.
So that is what this email is all about. I won’t read it all, but I’ll read the first little bit just so you get the gist. One of the questions I ask people when they finish Braincamp is how did it compare to other copywriting courses you’ve taken? Which is a great question to ask when your office is in a crowded market because competition breeds comparison and being able to address it directly frees people up to say, okay.
Yep. This is what I need or, ah, okay. This isn’t the right option.
So with that in mind, here are twelve different answers to that question quite literally copy pasted in all their unedited glory. I really wanted to screenshot them to make them even more legitimate, but the text got really teeny tiny so I’m rolling with plan b. This first one is from copywriter Amy Williamson.
So I know I’m like a total fan girl and all, but this is at the very least equal with copy school. Probably it’s better to be honest. Don’t tell Queen Weid. Kirsty, if you haven’t heard of copy school, don’t worry. I hadn’t either until a couple of years ago. It’s pretty much the gold standard of copywriting courses. Which means my imposter syndrome and I had a real fun time with that one.
Here’s another one from email copywriter Megan Baird. Well, the testimonial from the beta round of better than copy school was living over my head the whole time. Can’t say that she was wrong. It’s also completely different from any other copywriting course. I’ve taken a lot of them. I think the biggest difference was that it was neither skill only like copy school or biz only like accelerator. It was also like an added bonus that all of the site copywriting skill you taught could also be applied to my own business.
Brain camp was also a lot less copy paste in a good way. I admit that I’ve watched other courses at one point two five times speed and then relied on the templates or swipe.
That so did not work at Braincamp. I’ve already rewatched all the videos just to absorb more info. Probably because on the first round of watching, it just kept sparking ideas to my own business. So second watch was more how to apply this to my work.
Oh, and it felt more like a mastermind than a course. The size of the group plus the quality of the ladies. Well, that sounds bad. Plus how flexible you were with helping us out.
Never been in a course like that before. Just the fact that the same group of us kept showing up to every zone call that really says something.
Now I won’t keep reading, but as you can see, what I’ve done here is literally copy pasted people’s responses to that question, and I have highlighted, the competing offers so that if someone is in the position of deciding between copy school and Braincamp or between the copywriter club accelerator and Braincamp or between one of Tarzan’s courses and Braincamp, they can go to the piece that feels relevant and they can hear from someone just like them. Right? That is where your social proof is most powerful.
Now, I’ve also included lots of answers to this question, because, again, when it comes to social proof, the more you have, the more powerfully you can actually make the point. Right? There’s there just becomes such a small amount of room for any doubt that what you’re saying is true.
So a couple of side notes there on social proof. But again, the thing that I’m really doing here is really directly comparing the offer to other available options and highlighting all the ways it’s different and better for my ideal prospect. Right? I’m doing the hard work for them of having to think through and compare.
Oh, what about this option? What about that option? Would this actually be better for me? Here’s some hard data from people who’ve already done the course, who have maybe also done the other things that you’ve invested in or thought about investing in, and here’s what they have to say.
So just wanted to show you that as another way to illustrate how powerful this can be.
This email absolutely triggered a waterfall of sales, for Braincamp when I sent it. It was incredibly powerful stuff.
I wanted to also show you another example, of some copy I wrote for a client. It’d be good few years ago now.
But what you’re looking at here is, the client sales page. This was Amber McHugh, who if you work with coaches, you know, you’re familiar with.
This was for her mastermind, called Freshly Implemented.
This was what her sales page looked like before I worked with her.
Also a hot tip if you’re not already screenshotting or recording copy assets that you’re about to work on before you actually optimize them, start doing it. It’s so powerful to have the fors and afters. Quick side note. Over. Okay. So as you can see here, her previous copywriter had, realized that it was important to talk about how this offer is different and better than others that her ideal prospect might have tried before.
The way that they’ve done it isn’t as powerful as it could be. So this is why I wanna show you how you can optimize this information. Right? So this section here, what makes Freshly Implemented so different?
I know that you’ve done a lot of classes and courses in the past and you are dubious to add on another one. There is one thing you need to know. This isn’t a class. I’m not here to give you a bunch of advice you don’t need or add to your to do list.
You’ve been buying get it done mugs and filling up notebooks full of ideas and action steps for years. Now is the time to bring those business ideas and dreams to life. Let me show you how to get it done with these four areas of focus. Time plus strategy plus accountability plus implementation.
Now I won’t read the details, in here, but as you can see, there’s a little call out box for each one of those points of difference.
And for the record, like, these things, the time, the strategy, the accountability, and the implementation were definitely things that came through in the voice of customer data in terms of how freshly implemented was different and better, in terms of other courses or masterminds they tried for their businesses previously.
But as you can see, the the way that this these points are presented is it’s not actually done in direct comparison.
Right? They’re talking about features in a way that is not anchored against anything else. So what they’re really doing here is leaving a lot of space for the prospect to have to do their own mental arithmetic. Right? To join the dots between how this compares to other things they’ve tried or thought about trying before.
Even the formatting of this copy is not optimized. Right? We think about the comparison table I showed you for the Braincamp sales page, that really just takes a mental load off your prospect. Right? You present present it to them in a really easily digestible format.
All they need to do is repeat across the bullet points. This does not do that. Right? So the comparison here is weaker even though copywriter here has actually been able to really identify the pieces of the puzzle that matter. The way they’re talking about them and communicating them isn’t as effective as it could be.
For comparison, here is the point of the bit of the sales page, after I rewrote it that tackles that same piece of the puzzle.
What makes Freshly Implemented different and better than all the other masterminds out there? Girl, I’m so glad you asked. Other online programs, the alternative.
Give you a bunch of ideas and frameworks focusing on the what rather than the how. Freshly implemented for smart CEOs like you focuses strongly on implementation, helping you find the best approach for your current challenge and supporting you as you put it into action, sticking firmly by your side until you get it right.
Other online programs keep the face of the program locked up behind closed doors, only granting you access through pre recorded trainings and the occasional Facebook live.
Freshly Implemented offers one to one on the fly access to me and my amazing fresh mentors So you get true coaching and consulting. This comes to you through back pocket TLCs, open studio hours, speed masterminding and a text me when you need me policy.
Seriously, I give you my phone number right from the get go. Now I won’t keep reading, but hopefully, you can already see how much more powerful this information is when the comparisons are made directly. Right? When they’re called out as they are, honing in on still the same things that matter. Right? But just making the information, a lot more easily digestible for the prospect reading through this page.
Again, scrolling all the way down. I mean, there’s lots of points here. And, again, these were all, given to me through asking that same simple question, in, the voice of customer surveys. And also I got some other richer data through doing, the voice of customer interviews.
But it’s so easy to get a handle on this stuff. The copy pretty much writes itself.
It’s just knowing what to do with it and not being shy about getting quite bold with it. Right? Really spelling out how your offer is different and better for the right person.
Again, there’s proof, to back these points up right underneath the comparison table so that all great information above is not there on a trust basis. Like trust these claims because I’m making them, these claims are then immediately after being proven through testimonials.
So, for example, this first one here before Fresh, I just invested twenty thousand in a membership in a mentorship program that completely disappointed me.
This then goes on to talk about, the results she got out of being inside of freshly implemented.
So that you can see, you know, this person has actually invested in some of these other options before and not got results, but with Fresh that that story was different.
There are a few more testimonials there that I won’t go into, but just want you to see that I’m improving these points as I’m making them so that those comparisons aren’t just hearsay for your prospect. They’re real. Right? They’re being proven.
That tab is being closed. There’s no room for doubts and hesitations. And again, you’re moving closely in that straight line towards your prospect saying yes to your offer.
Okay.
The final little side note that I wanted to leave you with was that comparisons also help us make sense of the world, which is a handy fact to keep in mind if your prospect is new to your kind or category of offer or if your offer is a brand new concept.
So again, as a really everyday example, I won’t talk about, the bread aisle again, but, a few weeks ago, I think it was now my oldest who’s three, he asked me what a donkey was. What’s a donkey?
He’s never seen a donkey before. I think maybe it was in a book that we were reading or a puzzle we were doing. I can’t remember. Anyway, the way I answered his question was taking something he already knew and talking about comparison points.
So he knows what a horse is. He’s seen a horse before. He’s been reading about horses in all sorts of books for many years. So I said, oh, donkeys are a bit like a horse, but they’re smaller, and they’ve got much bigger ears.
Now I’m sure there’s probably a better explanation out there about what a donkey is, but that was good enough for him. And it allowed him to really understand what a donkey was in some concrete terms because it took what he already knew and built on that knowledge using really simple comparisons.
So I mean, you’re probably not going to be using comparisons to explain what a donkey is in your copy. But of course, there may be a case where you are selling a mastermind to an audience of people who, for whatever reason, have never come across the term mastermind before. They don’t know what it is, but maybe they know what an online course is. If that’s the case, you can use comparisons to help build out their understanding to the point where they feel confident about the shape and the value of the offer they’re opting into.
It may also be for example that you’re dealing with an audience who doesn’t know what a custom GPT is, right? I’m sure that’s probably a much more probable scenario than someone who doesn’t know what a mastermind is. So again, taking what someone already knows and expanding that knowledge with the magic of comparisons.
So to put it another way, probably more succinctly because I wrote this rather than said it, the best approach here is to scaffold between what your prospect already understands and what they need to know to understand the value of the offer. So it’s just a really effective way to give someone a concrete understanding that again, they can share with other people if they need to. If they feel the need to justify their purchasing decision. If they want someone else to buy into the fact that they’re excited about buying this offer from you or from your client.
So just a really good thing to keep in mind.
Okay. The last thing that I want to just quickly touch on, before I end this workshop is the worksheet.
So you should already have access to this. If you don’t, I guess, let me know.
But what I have here are just some prompts for you. You may not need these, but just in case this helps you organize your data and organize your thoughts, lean into this. So four questions here for you. What other relevant or related offers has your ideal prospect tried or thought about trying before? Again, you can get this information from asking that one simple question in your voice of customer research.
If that for whatever reason is not available to you, some internet sleuthing would also allow you to do the same job.
Reddit is a great place where you might find, depending on what your offer is, some threads about it or its category of offer. So you can see what people are talking about and what things they have considered or tried before and how those stack up.
How did they miss the mark either in practice or in how they were perceived by your prospect? Again, that magic question in your voice of customer research will give you this data. This is just being able to organize it right into something that you can then very easily turn into copy.
How is your or your clients offer different and ideally better in relation to those points? Make each comparison as direct and specific as you can. So again, don’t be afraid to be really ballsy with this and lean on that voice of customer data, right? It is so much easier, to be able to share something someone else has said then and also also, we see more effective, than just to try and sift through your own brain and come up with the justifications and reasons and answers to this question here.
Finally, how can you prove some or all of those points of wealth? In the examples I’ve shared with you today, in both cases, that was via testimonials.
But, of course, there are other ways. So for example, let’s say you are selling a client’s online course and they have some sort of platform where, you can, you know, post questions and get support. And something that comes through in your research or in your feedback about that program is that that space is far more engaged and supportive, than other similar spaces they’ve been in before. So a way to prove that, in lieu of or in addition to testimonials would be, if you have permission from the people in the screenshot to take a screenshot of people asking for questions or asking for support within that space and getting really good, really quick, really valuable responses, right, from either other people in that space or from the person who actually heads up the program. That’s a really good way to prove that point.
If you are trying to prove how much the UX of your app, for example, or your client’s app, is better than the other available apps that do a similar thing, it might be that, you have a demo or a video that walks someone through all those different things so they can see exactly how easy it is, to click through and, you know, achieve a certain thing, create a task, whatever that might look like. So there are different ways that you can prove points. The important thing is that you do it so that you are not asking your prospect to trust you as you say all the ways your offer is different and better for them. But you are demonstrating that the points that you are making are true and that they’ve come from the people who are in the know.
Okay.
That is it. Like I mentioned at the start, if you have any questions or if you want a second set of eyes on maybe a comparison table that you’re going to now go and write into your sales pages or an email that you’re going to send, whatever that might look like, please just reach out, tag me in Slack, and I would absolutely love to help you.
It’s such an easy and effective technique to leverage in your copy.
So yeah, I just hope you go forth and start using it ASAP. I would love to hear how it goes. I would love to hear about the results you get. Okay.
That’s it for me.
I will see you in Slack. Bye.