This simple headline caught my eye on Twitter yesterday:
How to Write Taglines That Double Sales
The author, Roger Dooley, is the primary author at NeuroMarketing.
He writes that one phrase slogans actually have a profound effect, but you have to tap the readers motivations.
One key factor in crafting that phrase is matching its content to the customer’s mindset, and in particular to two important consumer motivations: prevention and promotion.
Learn to speak the language of your best prospect.
It sounds like a big snooze, right? But think about the people you personally talk to on a regular basis. Some are positive and optimistic, with a “can-do” attitude about almost everything. The rest seem to take the dimmest view of every subject, turning even a sunny day into a fear of radiation.
The article is brimming with specific ideas about addressing your message to these two groups in a completely different way. The mindset of fear responds to words that promise prevention and protection. The sunnier outlook group sees opportunity in a message crafted to say “Here’s your chance!”
I found much to appreciate in this piece; the idea that many products can meet the needs of both mindsets, but the message must be distinctly different. And the worst scenario is when you mix and mangle the message so neither group responds.
Do you do that in hopes of reaching everyone? I do.
The statistics Dooley shares are interesting. One product, advertised two different ways, with almost the same words, tested strongest when the words were ordered in a way that matched the intended mindset and weakest when the message was aimed at both simultaneously.
People put more value and will pay a higher price when their mindset is matched.
One more interesting segment of the article. In testing price, Dooley reports that when the message matched the mindset – either promising prevention or presenting opportunity for benefit, the audience indicated they would pay a much higher price for the product.
Each group was asked to say how much they would pay for such an item, and in both cases where the mindset match was achieved, the answer was a value higher than the actual retail price for the product. When the message was loss/prevention, the subjects valued the product at 50% higher than when the message was mismatched. The gain-oriented group was willing to pay twice as much for a product when the message matched their mindset.
These lessons could help you achieve greater results. As the headline suggests: Double your sales!
And for those prevention minds still reading: The wrong tagline could cut your sales in half!