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Thanks for the context.
My opinion, now, is, reread or get into Gene Schwartz' BREAKTHROUGH ADVERTISING and review those STAGES OF AWARENESS.
In your business, you probably encounter those who have no idea what a backlink is, or how Google and Bing use them as part of their algorithm.
So, you would craft a promotion, depending on where you intersect with them and try to cover all the bases. OR, target those who are unaware, and maybe via a HOTSHEET you can educate them about backlinks, maybe give it away as a lead generator.
Or a simple quiz or just a question: Do you know how Google and Bing use backlinks in their algorithms? If you want higher rankings, here is what you need to know:
Or if they are aware, they might be price shopping or somewhere in between you can address their awareness and offer good solutions.
Yes, bottom line for all business is MORE BUSINESS OR better business...more per sale, more sales, more customers.
So that part of your copy will address that...but right up front, you need someone to raise their hands and tell you, I know NOTHING about backlinks or I know what they are, how much are you charging.
One problem, with a serious student...you may want or attempt to incorporate all kinds of ideas into your copy. Which is why I suggest Schwartz, a simple 5 stages of awareness. And that is the wireframe, or framework to wrap your persuasion around.
That doesn't mean you can't use all the USEFUL methods and strategies, but what happens is CONFUSION and especially with conflicting advice. And there is a lot of that in copywriting, selling and all things persuasion.
Using Schwartz as a foundation, and the stages of awareness can give you a way to further segment or identify your ideal prospect and also to customize a promotion which is most likely to match, right?
If you have a website then you can post a little white paper/report on BACKLINKS and SEO strategies, and collect email addys for further contact.
IF they know about backlinks then they might be price shopping and this is where you have VALUE ADDED PROPOSITION to compete.
Where you place your ads or promotions, the INTERSECTION will help you determine the sort of copy (educational, value added, secrets) you will use.
I strongly encourage you to STOP for a two week period, of reading and learning...come back to it later...and instead write out five different promotions for each of the stages of awareness.
This will help you focus on what THEY want, and help you to tune into any buzz or useful persuasion methods.
Once you have 5 different promotions outlined or sketched out, then you can go through and look at them through the different eyes of Elmer, Halbert, Schwab, Collier, et al.
Is this helpful?
Last edited by GordonJ : March 14, 2021 at 03:16 PM.
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