How Copy Creates Raving Fans

There’s a short cut you should never take.

Good copy can’t sell a bad product, not for long.  And good copy can’t turn a lukewarm, ambivalent customer into a delighted, enthusiastic customer.

Ultimately, it’s your product and your service that creates raving fans.

But copy can definitely be used to support this process.   Here are 7 ways to write copy to help create raving fans.

1. Set The Right Tone Right Away

Before a suspect becomes a prospect, and before a prospect becomes a customer, set the tone for the relationship.  Your client expects something.  Use your copy to show the prospect you understand his wants, desires, and needs.

Establish empathy and understanding.  Make it clear to your prospect that you are prepared to address these needs.

2.  Don’t Ignite Unreasonable Expectations

Use the strategy of “Underpromise and Overdeliver” in your copy.  Carefully manage the expectation of the prospect.  Define your deliverable with clarity.  Be specific, and eliminate the chance for ambiguity.

You’ll find it virtually impossible to turn somebody who didn’t get what they thought they were getting into a raving fan.

3.  Give Your Client A Job

If you are marketing a course to help people fight depression, tell them that you can’t do all the work, that the solution must be a team effort.  Ask for the participation that fuels the engine of engagement.

Engaged clients are more likely to be positive and enthusiastic than passive ones.

4.  Ratchet Down Your Promise

Instead of telling your prospect, “This is The Best Way For You To X,”, write, “This Could Be the Best Way For you to X.”

The use of the word “could” modulates your promise.  It actually makes the promise more credible.

Because of this, turning down the volume of the promise aligns you more closely with your prospect.  The prospect is more willing to accept your promise with this qualifier.

5.  Explain Everything Clearly In Advance

We all want to know how something works.  And exactly what we’ll get.

You don’t need to reveal the inner workings and the complete details of what you do.  But explain how many training modules you’ll deliver, how long they are, how long the course lasts, what workbooks will be included, the bonus reports… spell this all out.

Explain your process.  And when you get into this explanation of process, look for ways to differentiate what you do.

When we don’t get what we expect, we’re not happy.  And we’re not likely to change our mind.

6. Reinforce What’s Been Already Been Delivered

Are you publishing a newsletter for investors?  Remind your subscribers of the valuable information you provided the previous month.

Are you delivering training?  Remind your students of what you’ve already taught them.

The perception of value is cumulative.  It is never static.  Always look for ways your copy can reinforce this value.

7.  Say Thank You Like You Mean It

 We are oblivious to thank you pages.  They are just another outburst of noise.

Tell your client thank you when he doesn’t expect it.  Think of interesting and unpredictable ways to do this.  Honor your client, show respect, and don’t allow a perception to develop that you take the relationship for granted.

These are some of the ways you can put copy to work to create raving fans.

About Paul Talbot

Paul wrote his first ad in 1979, and is one of a select group of copywriters who has

worked in sales and sales management. He has been a National Director of Sales

at AOL and a Senior Vice President at CBS.

Paul thinks strategically and listens to his clients carefully. He is motivated by

getting his clients results. Paul lives in Coronado, California with his wife Ellen.

Paul’s email is

Read his blog at

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