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Future iPhones could feature Intel processors, say analysts, as chipmaker embraces ARM
Analysts are suggesting that Apple might in future buy the A-series chips it uses in iPhones and iPads from Intel, following an interesting turnaround by the chipmaker this week, reports Fortune.
Intel has long offered foundry services in which they manufacture chips designed by customers, but that service has so far been limited to chips based on its own architecture. As of this week, however, the company has announced that it will also be able to produce ARM-based chips. This would allow Intel to compete with TSMC and Samsung for Apple’s iPhone and iPad chip business …
Filed under: Apple
How to Write Better Headlines for Your Facebook Ads
With 1.13 billion daily active users engaging on the platform, Facebook has become an obvious option for marketers looking to explore the benefits of targeted ad creation.
And while Facebook’s targeting options make it easier for you to get your ads in front of the people you really care about, it’s ultimately up to you to do the convincing. To do that, you’ll need to pay close attention to the details.
If you look at AdEspresso’s anatomy of a Facebook Ad diagram, the headline may seem like a tiny piece of the puzzle, but that couldn’t be further from the truth: A users’ decision to take action on your Facebook Ad will undoubtedly be influenced by the strength of your headline. After all, it sets the tone and expectation for everything to come.
That said, you want it to be memorable, eye-catching, and above all, clear. To help you put together a Facebook Ad headline that accomplishes all of the above, we compiled some criteria and tips to guide your efforts. (For more on the science of successful Facebook Ads, check out this free guide.)
The Basis of a Clickable Facebook Ad Headline: 3 Principles to Follow
1) Customized
If you want to make your Ad more personal and engaging, customize the headline.
Situated just below your featured image, the headline can often be the last thing Facebook users read in order to understand exactly what you’re offering. In other words, a lack of headline contributes to an overall lack of clarity (which we’ll discuss next).
Here’s an example from The New Yorker to help illustrate what we mean here:
The Ad headline is customized, but it fails to offer a compelling reason or highlight a specific benefit for subscribing. For example, a more interesting headline might read, “Subscribe for $1 a Week” or “Award-Winning Reading for Only $1 a Week.”
2) Clear
With Facebook users publishing over 3 million posts every minute, you must strive for a level of headline clarity that isn’t easily glossed over.
For example, check out the following headline from Blue Apron, which makes the “what” (Blue Apron) and “why” ($40 discount) crystal clear:
And here’s another headline example from Ceros that clearly defines what users are being asked to sign up for:
If you need help narrowing your focus, check out these suggestions for writing with greater clarity.
3) Concise
To echo the previous guideline, you should aim to keep your Facebook Ad headline short, sweet, and to the point. Facebook recommends that Ad headlines fall between 25-40 characters in length to maximize engagement, so your focus should be on creating something that is easily understood and value-oriented.
This short headline from Maven is a great example of “less is more”:
In this example, they’ve made the offer very clear to ensure that Facebook users fully understand that they will have access to nutritionists if they click on the Ad.
This example from Frontier also highlights the power of short and sweet Facebook Ad headlines:
More specifically, this particular example demonstrates how to get to the point in the headline, while leveraging the image to do the rest of the talking.
Need help writing more concise content? Practice writing in short-form — haikus, tweets, six-word memoirs, and so on — to get in the zone before writing your headline.
How to Write Better Headlines for Your Facebook Ads: 5 Formulas to Try
1) Ask a question.
A headline in the form of a question is a great way to grab a Facebook user’s attention and draw them in to get the answer.
In fact, research from Social Influence about declarative-statement headlines found that headlines in the form of questions received 150% more clicks than statement headlines. Not to mention, these questioning headlines received 175% more clicks if the question included the word “you.”
Moral of the story? If you know what questions your target audience is asking, use those questions to encourage engagement with your Facebook Ads. For example, Brilliant Earth asked a question — “Dreaming of the perfect ring?” — that makes their target audience (future brides and grooms) want to know more:
The short copy quickly makes it crystal clear why Facebook users should shop with them: They sell the “perfect” ring. They also used the positive superlative “perfect,” which CoSchedule suggest using as a way to drive urgency in your headline messaging.
Here’s another example from Harper’s Bazaar:
In this ad, they used a question and a superlative to tease their photo gallery of movie stars and pique the interest of users. As an added bonus, the question also takes advantage of a concept known as nostalgia marketing. By positioning the question around the year in which the reader was born, they’re effectively triggering nostalgic memories — which tend to be happy ones.
2) Give a command.
University of Texas Visual Communications lecturer Frances Ylana suggests employing commands in headlines when you have a strong verb to use to inspire interest.
When crafting an effective Facebook Ad headline, start by communicating the command or action you want people to take upfront. Then, rely on additional Ad elements — image, descriptions, and so on — to paint the rest of the picture. This will help you keep things clear, concise, and actionable, while still being compelling.
Here’s an example from ModCloth that demonstrates this idea:
You’ll notice that the headline commands action — “Visit ModCloth IRL in CO” — while the other elements of the Ad support that pitch: lovers of “fierce fashion” should follow instructions and take advantage of their limited-time offer.
Here’s another example of a clear and concise headline in the form of a command:
Casper did a great job of keeping this headline short and sweet, while also using a direct ask and positive superlative to make this Ad highly clickable.
3) List a benefit.
Another strong technique for Facebook Ad headlines is showing users how the offer benefits them.
If you’ve been reading our blog for some time now, you know that the “always be closing” sales era has given way to “always be helping.” In other words, people don’t want to be sold to aggressively anymore, and according to Entrepreneur, a headline that clearly states how your offer will benefit the audience is a better way to drive clicks and conversions than listing the features.
Galvanize’s Ad headline does a great job of listing the benefit of working with them:
If the headline were “Take Our Coding Class,” it would get a similar message across, but in a less helpful tone.
Slack’s Facebook Ad is another great example of showcasing benefits over features:
Slack is an instant-messaging product, but instead of mentioning any specifics about the technology, the Ad headline focuses on how Slack can help the user.
4) Inspire curiosity.
Social media platforms and print newspapers alike are full of headlines that make you want to learn more, and these headlines take advantage of the curiosity gap.
What’s that? According to George Loewenstein of Carnegie Mellon University, this concept refers to the gap between “what we know and what we don’t know.”
His theory is that when we are exposed to a gap in our knowledge, we feel the urge to fill in that gap with new information. Another experiment testing his theory found that curiosity activates the reward-seeking parts of our brain, making it an effective strategy to apply to Facebook Ad headlines. Why? Because it’s almost painful for us to learn that there’s something we don’t know until we resolve it by learning new information.
The lesson? Choose an Ad headline that teases the content you’re linking to on your website. This approach can help you inspire curiosity and earn your campaign clicks. For example, BuzzFeed’s headline does a great job of generating interest in a topic that many in their audience are probably interested in without reading like “clickbait”:
And here’s an example of how my team at HubSpot used curiosity to promote a new product with a Facebook Ad:
By teasing users with information about how to transform selling without giving it away in the headline itself, users are more likely to click to learn more.
Note: While inspiring curiosity is a great strategy to apply to your Ad headlines, don’t overdo it. Clickbait headlines suck, and relying on them could hinder your efforts: Earlier this month, Facebook announced their continued efforts to reduce clickbait in the News Feed in the form of an algorithm update.
“With this update, people will see fewer clickbait stories and more of the stories they want to see higher up in their feeds,” explains Facebook’s Alex Peysakhovich and Kristin Hendrix. (Check out the full announcement here for more information.)
5) Leverage lists.
People love lists. According to Maria Konnikova, the listicle has exploded into such a popular content medium due to the way our brains work: when we see information, our brains immediately try to process it, and numbers help break up the masses of written content we see on social media every day.
According to one study, numbered lists make it easier for us to categorize and draw on differences between data, which ultimately helps us process it more quickly.
Here’s an example of a list in action from the folks at Lost Waldo:
The listicle headline does a fantastic job of teasing a highly useful piece of content for anyone planning travel, while also using a positive superlative to drive interest (as we mentioned earlier).
Now, if you’ve read my bio, this next example might seem a little biased (spoiler alert: I love Harry Potter) … but that’s not the only reason why it’s being featured …
The listicle headline shows users that the names highlighted are distinct from other names because they’re magical, and the headline word choice is “spellbinding.” If that’s not clickable, I don’t know what is.
Ready to craft your own headlines?
John Caples, the Mad Men-era copywriter made famous by his direct-mail taglines, once said: “If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.”
I love this quote because in any type of advertising you pursue — whether it’s a news article or a Facebook Ad — headlines will play a huge part in getting people to read your content.
Once you feel like you’ve mastered the art of the headline, check out this ebook to learn how to choose the right description, caption, and image to make your Facebook Ad successful.
What’s your secret for the perfect Facebook Ad headline? Share it with us in the comments below.
10 LinkedIn Tips for Connecting With People at Live Events
Do you want to strengthen the connections you make at conferences? Have you considered using LinkedIn to develop relationships during events? As a business-centric social network, LinkedIn is valuable for connecting with peers, colleagues, and prospects before, during, and after conferences. In this article, you’ll discover 10 tips for using LinkedIn to connect with people […]
This post 10 LinkedIn Tips for Connecting With People at Live Events first appeared on .
– Your Guide to the Social Media Jungle
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Why Virtual Agencies Might Be More Creative
I wrote this post by the pool. Not by my pool — I don’t have one — but by a pool. It was 104 degrees. Since I recently left behind big New York agency life to focus exclusively on writing and consulting, I’m able to do that — work by pools. I can work when I want, how I want. And I’ve noticed I get more done, better.
It got me thinking about the nature of remote working, yes, but not in a trendy way.
We’ve all seen the stats. We know cloudworking is a growing phenomenon, and it’s here to stay. Last year, 37% of workers telecommuted some of the time. That’s quadruple the number that did so a decade ago. Right now, research suggests around 63 million members of the U.S. workforce work remotely. That’s 43%.
It got me thinking not about the productivity part — a robust body of research clearly shows that flexibility is a boon to productivity.
It got me thinking about the creativity part.
Is a virtual work environment simply more conducive to creativity? Is the distributed agency, therefore, an innately more creative business model?
I didn’t want to rely on data to answer this question. Data is persuasive, but it doesn’t always convince. Stories convince. And I wanted to hear about the relationship between telework and creativity first-hand.
So I reached out to some top distributed business leaders to get their take on it.
Now I know what you’re thinking: These people run distributed companies. They’re biased. And full disclosure, I once ran a 100% distributed Manhattan agency. But I don’t do that anymore. And if you want directions, you ask the people that have been there.
This is what I learned: Remote workers are up to 20% more creative, and there are probably three primary reasons why.
You’re Only as Good as the People You Work With
Creativity begets creativity. To reach creative potential, one must surround one’s self with creative people. And virtual agencies have the edge when it comes to recruiting and retaining top creative talent.
Jason Fried, CEO and co-founder of Basecamp, has employees in more than 32 cities globally. “I keep hearing about the ‘talent wars, and how no one can find great people,” Fried said.
The talent war, or rather, the war for talent, is a term created by Steven Hankin in 1997. A Harvard Business Press book immortalized it in 2001. But more recently, the war for talent has become a lot more aggressive.
“The reason no one can find great people is that they’re all looking in their own backyards,” Fried said. “We find the best people in the world, not our own zip code.”
“There’s always someone better suited for the job whom you can’t bring on board because they live elsewhere,” says Abdullahi Muhammed, CEO of the content marketing agency, Oxygenmat. “Being fully distributed means … city and time zone become mere data to know about your team, not selection criteria.”
Matt Mullenweg, CEO of Automattic, the creator of WordPress, sums it up well: “Our company can recruit from a global talent pool that is greater in aggregate than any geographic subset, even Silicon Valley.”
The ability to fish in a bigger pond — heck, a sea! — is worthless, however, if the fish aren’t biting. But they are.
Highly-flexible work practices are a potent recruitment tool. Employees wouldn’t be taking advantage of them in such exploding numbers if it were otherwise. Telework is particularly attractive to millennials: 68% of them say the ability to cloudwork vastly increases their interest in an employer.
Teams With a Singular Perspective Get Stuck
Creativity feeds on diversity. One study on the subject illuminates five primary reasons this is true. Greater diversity:
- Opens access to novel ideas.
- Offers the opportunity to think opposably.
- Encourages workers to re-evaluate their creative habits and look at their processes differently.
- Opens doors to normally inaccessible information.
- Promotes a willingness to leverage ideas from unfamiliar sources and places.
Diversity’s impact on creativity was well known to all the leaders I interviewed.
Fried captured the dynamic nicely: “Flexible work practices help you create a team with a broader perspective. If you’re only hiring people from your own ‘echo-chamber,’ they’re all going to think relatively the same. When you have people that think the same, that stifles creativity. When you hire people from all over the place, you have a shot at a team of different perspectives, and that’s invaluable for creativity.”
Quality of Life Influences Creative Output
Despite the romanticized trope of the super-artistic malcontent, research indicates happiness enhances creativity. And people who work remotely are happier.
One study scored workers on a scale of 1 to 10. Teleworkers scored an average of 8.10, while traditional workers averaged only 7.42.
Buffer formalizes the notion of encouraging happiness to encourage creativity in its culture. “One of our core Buffer values is ‘Live Smarter, Not Harder,'” says Hailley Griffis, who does communications for the maker of social media management tools. “And with that, we say, ‘You choose to be at the single place on earth where you are the happiest.'”
“It’s about eliminating things that are soul-sucking,” Fried said. “Our employees can see their kids grow up. They don’t have to spend three hours a day commuting. The ability to work remotely improves the overall quality of life … and I can’t quantify it, but I’m sure that improves creativity, too.”
The data is there, but so are the boots-on-the-ground stories. And that’s something agencies can’t afford to ignore. Working remotely does appear to enhance creativity.
And I hope I’ve convinced you working by a pool does, too.
3 Fórmulas de Copywriting que te costará dinero no aplicar
A nadie le gusta admitirlo.
Nadie quiere aceptar que, en el fondo, cada uno de nosotros somos tan “vendedores” como el señor de tendencias “abrumadoras” que nos intenta vender el coche en el concesionario sí o sí.
Pero lo cierto es que, si eres emprendedor, eres vendedor. Te guste o no te guste.
Miento.
No. No tienes por qué ser emprendedor para ser vendedor.
En realidad, todos somos vendedores, hagamos lo que hagamos.
Desde que te levantas por la mañana hasta que caes muerto en la cama de nuevo por la noche, todo lo que has hecho ha sido negociar, persuadir, influenciar, e intentar que los demás cooperen y acaben por hacer lo que tú quieres que hagan.
Evidentemente, los demás también han intentado que tú cooperes y acabes por hacer lo que ellos quieren que hagas…
Todos estamos vendiendo nuestro punto de vista constantemente.
Lo que ocurre es que no siempre hay una ganancia financiera de por medio (aunque puede que la haya a largo plazo).
Al ser emprendedor, el factor lucro entra en juego.
Sí, es cierto que, muchos de nosotros lanzamos nuestros negocios con la intención de ayudar a los demás.
Pero detrás de ese “altruismo” que nos motiva, tenemos que pagar las facturas.
Así que, nos guste o no, todos tenemos que empezar por admitir que, en el fondo, estamos vendiendo siempre.
Y, como emprendedores digitales que somos, nuestras ventas empiezan en nuestro mensaje virtual: en nuestros textos.
Si tu texto no es persuasivo, las probabilidades de que vendas tu producto o servicio disminuyen significativamente.
Al igual que decrecen también las probabilidades de que tu hijo deje de cazar Pokémons y se ponga a estudiar para aprobar sus exámenes de Selectividad si tu argumento no es convincente.
¿Cierto?
O si las razones que le ofreces a tu jefe para que te suba el sueldo no son suficientemente convincentes.
Ya sabes a qué me refiero…
Es cuestión de persuasión.
Afortunadamente, existe una herramienta muy útil que te ayudará a crear un mensaje que convenza y conecte emotivamente con tu cliente (aunque si lo quieres aplicar más allá del marketing de tu empresa, igual te ayuda a separar a tu hijo de sus pokémons, y le suma algunos euretes a tu sueldo mensual).
Sí, te estoy hablando del Copywriting.
¿No te suena?
Deja que te lo presente.
¿Ya lo conoces?
Estupendo, sigue leyendo para descubrir algunas de las fórmulas que puedes utilizar ya en tus mensajes de ventas.
Sin persuasión no hay ventas
Ahora mismo, en este preciso segundo que dedicas a leer un artículo que te ha llamado la atención sobre Copywriting on y offline en Socialancer, existen unos 1.000.000.000 de páginas web publicadas en todo el mundo (dato de Internet Live Stats).
¿Te imaginas?
Y detrás de esos mil millones de páginas web existen mil millones de sueños.
Algunos se convierten en realidad.
Otros -la mayoría- fracasan.
Y fracasan porque sus autores carecen de la planificación, la previsión y el conocimiento necesarios para llevar ese proyecto hacia delante…
O porque no conocen a su público ideal a fondo…
O porque desconocen sus propias fortalezas y debilidades…
Pero la mayoría fallan porque no valoran suficientemente el poder de la persuasión.
Porque olvidan que comunicar su sueño no es suficiente.
Hay que comunicarlo de manera que persuada, que conquiste, y que obligue a tomar una acción.
Porque, de lo contrario, pocas ventas se van a generar.
Así que, vendas lo que vendas: electrodomésticos, cosméticos, casitas en miniatura o excursiones por la Riviera Francesa…
…ya vendas online o ya sigas vendiendo en un espacio físico como siempre…
…es imperativo que comuniques tu mensaje de forma persuasiva.
Y es imperativo que escribas textos publicitarios que influyan sobre el lector para que haga lo que TÚ pretendes que haga: llamarte por teléfono, añadir un producto concreto al carro de la compra o compartir tu artículo con sus seguidores en Facebook.
No importa.
Porque si aplicas las técnicas de este arte/ciencia, conectarás, emocionarás, guiarás, dialogarás, ofrecerás valor y te darás a conocer como un profesional que se toma a su empresa y a sus clientes muy en serio.
Y porque si TÚ no lo haces, puedes tener claro que tus competidores más astutos lo van a hacer.
¿Que aún no tienes claro qué es el Copywriting?
Te lo cuento a continuación.
¡Seguimos!
3 fórmulas del Copywriting On y Offline que te costará dinero no aplicar
¡Copywriting, copywriting, copywriting…!
Todo el mundo habla del copywriting pero nadie acaba por explicar en realidad lo que es.
¡Qué razón tienes!
Pero de aquí no sales sin saber exactamente qué es el Copywriting on y offline, y por qué necesitas aplicarlo a todos tus textos, sí o sí.
Copywriting consiste en redactar textos publicitarios (en Internet o no) de manera que consigas que el cliente potencial haga lo que te propones.
El objetivo del Copywriting es que vendas lo que quieres vender. Y, para ello, te proporciona el contexto y las técnicas para establecer esa conexión sin la cual te va a resultar muy difícil transmitir tu mensaje, la solución que tú le ofreces al cliente y el valor de tu oferta.
¿Complicado?
Tiene su qué. ☺
Y lleva su tiempo, pero imposible no es.
Tampoco creas que es algo que ha surgido a raíz del boom digital.
En absoluto.
Ha habido copywriters desde que, en la Inglaterra de finales del siglo XIX, se empezó a diferenciar al escritor que escribía anuncios, del articulista o reportero propio, cuya labor exclusiva era la de redactar las noticias de manera fidedigna y neutral.
El primero escribía textos originales, creativos y persuasivos pensados para vender productos y servicios, mientras que el segundo se limitaba a reflejar la realidad tal y como la veía.
Lo que sí que es cierto es que, con la llegada de Internet, aquel copywriter que hasta ese momento escribía campañas de TV, anuncios de radio, cartas de ventas interminables, folletos, catálogos, comunicados de prensa, etc., cobró muchísimo más protagonismo.
Porque con la llegada de la world wide web, todo el mundo quería vender.
Y él o ella sabía perfectamente cómo hacerlo.
El copywriter tenía las fórmulas y las estrategias que captaban la atención del evasivo cliente digital y que le hacían pulsar el Botón de Compra.
Por eso todo el mundo habla del Copywriting, y todo el mundo quiere conocer sus secretos.
Pero, ¿de qué tipo de fórmulas hablamos?
Las fórmulas del Copywriting on y offline… ¡trátalas con cuidado!
Antes de revelarte algunas de las codiciadas fórmulas del copywriting, una nota de precaución.
Si te interesa escribir un anuncio o un folleto para vender un artículo puntualmente, las fórmulas del copywriting te van a venir de perlas.
Pero si lo que quieres es crear una conexión duradera entre tu marca y tu cliente ideal, vas a tener que ir mucho más allá de las fórmulas.
Porque para conectar, intrigar, seducir, sorprender, y sí, finalmente, vender, no te vale con uno, dos o tres textos repletos de fórmulas de Copywriting.
Lo que necesitas es una redacción en formatos múltiples (blogs, web, redes, emails, etc…) que eduquen, guíen y mimen a tu cliente a través del muy largo proceso de compra.
Pero ya que te había prometido fórmulas para aplicar a tu proceso de venta (a corto o largo plazo), aquí las tienes:
1. La Fórmula PASTOR
De la mano del copywriter norteamericano Ray Edwards, nos llega el acrónimo PASTOR.
En inglés, PASTOR hace referencia a: Person, Problem, Pain; Amplification and Aspiration; Story and Solution; Transformation; Offer; Response.
¡Casi nada!
No te preocupes, vamos paso por paso:
➢ Person, Problem, Pain (Persona, Problema, Dolor)
Según Edward, no vas a vender con éxito si no conoces a tu público objetivo.
Pero eso ya te lo había comentado yo antes.
No lo olvides, esa es la clave de tu éxito publicitario.
Según Ray, “Tienes que empezar por identificar a la persona a la que estás tratando llegar con tu mensaje, seguir intentando comprender el problema que vas a resolverle, y visualizar el dolor que le está causando ese problema”.
Si esos conceptos no están claros, tus esfuerzos de ventas y de marketing no van a conseguir los resultados que esperas.
➢ Amplification and Aspiration (Amplificación y Aspiración)
El siguiente paso en el proceso de venta es ampliar el problema de tu cliente potencial, a la vez que apelas a sus anhelos por conseguir un estado futuro ideal.
Edwards explica que este paso suele ser “el más descuidado en el proceso, porque muchos creen que estamos tratando de ensalzar el miedo de nuestros clientes, pero en realidad, para poder pintar la imagen de un paraíso a nuestro comprador potencial, tienen que quedar muy claras las consecuencias de no resolverse ese problema específico”.
➢ Story and Solution (Narrativa y Solución)
Este es el momento que usamos para pintar un cuadro en la mente del cliente que le haga ver cómo vamos a resolverle el problema.
Nada de descripciones de productos soporíferas.
Aquí es donde captamos la imaginación del lector con la narración y mostramos el cambio de vida del protagonista al encontrar nuestra solución.
➢ Transformation (Transformación)
En este paso recalcamos la transformación positiva que va a vivir como resultado del producto o servicio que le ofrecemos.
Es decir: no le vamos a decir que “el entrenamiento de Jorge Ramos viene con unos DVDs y un poster estupendo impreso en papel de la mayor calidad” (exagero, ¡pero para que te hagas a la idea!).
No, lo que vamos a decirle es que, con el entrenamiento de Jorge Ramos, cuando se miren en el espejo no van a reconocer a esa persona de aspecto juvenil y energético.
➢ Offer (Oferta)
En este punto del proceso de venta, ya sea digital o no, es donde explicas con exactitud qué va a obtener el cliente si decide apostar por la solución que le ofreces.
“Ten presente”, matiza Edwards, “que esta explicación debe ocupar aproximadamente el 20% de todo el texto. El 80% restante deberá resaltar con claridad los beneficios y la transformación que los clientes van a vivir.”
➢ Response (Respuesta)
Y aquí, sí.
Aquí es donde le pides la compra.
No seas tímid@.
Dile exactamente qué pasos debe seguir para conseguir ese producto o servicio sin el que no va a poder resolver ese problema tan grave que le asedia.
2. La Fórmula de las 4Us
Las 4 Us corresponden a las 4 iniciales de las palabras inglesas: Unique, Useful, Ultra-Specific, Urgency.
Creada por Michael Masterson, coach de negocios y emprendedor, esta fórmula es una joya aplicada a cualquier tipo de texto, pero funciona sobre todo en redes sociales y titulares.
¿A qué hacen referencia las 4 Us?
➢ Unique (ÚNICO/A):
Utiliza tu texto publicitario para resaltar claramente y sin reparos lo que os diferencia a ti y a tus productos y servicios de la competencia.
Destaca los beneficios únicos que va a conseguir el cliente al contratarte a ti, y posiciónate como la opción más lógica para el cliente a la hora de escoger.
➢ Useful (ÚTIL):
¿Cuántas veces has leído un texto digital y te has dicho a ti mismo?:
¡Esto es lo de siempre, una pérdida de tiempo que solo hace que ocupar espacio digital!
No sé tú, pero yo muchísimas.
Así que, por favor, no le hagas perder el tiempo a la gente…
Nunca asumas que lo que te parece interesante a ti, lo va a ser para los demás.
Para conseguir una venta, debes siempre intentar acoplarte a lo que el lector busca.
En cualquier punto de tu embudo de ventas debes siempre convencerlos de que la información que ofreces es relevante, informativa, interesante.
En el momento en que se pregunten ese “¿Y…?”, en ese momento los has perdido.
➢ Ultra-Specific (ULTRA ESPECíFICO/A)
En este caso se impone más que nunca la norma número uno del Copywriting: conoce a tu cliente mejor que tu cliente se conoce a sí mism@.
Porque si sabes que a la mayoría de tus clientes les interesa saber cómo convertirse en entrenadores en el nuevo juego de Niantic Labs, PokémonGo, lo que tienes que hacer es ofrecerles todo tipo de contenido relacionado con ese hot topic tan relevante en este momento.
➢ Urgency (URGENTE)
Escribir un texto con un sentido de urgencia hace que tu cliente se apresure a abrir el email, hacer clic en el enlace, o a comprar el eBook. Ya. Cuando tú le dices. Por la razón que le dices.
Sin embargo, si tienes que dejar una de las cuatro Us de lado, te recomiendo que sea la Urgencia.
No siempre te va a ser factible mantener un sentido de urgencia sin parecer demasiado pesado o brusco.
Te pongo un ejemplo.
Fíjate en el título de este artículo de los famosos copywriters de Copyblogger: How to Sell without Selling (Cómo Vender sin Vender).
A día de hoy, este artículo, escrito en 2013, se ha compartido casi 1.500 veces.
➢ Único: Se han escrito miles de artículos sobre el tema, porque todos queremos vender sin parecer excesivamente “agobiantes” para nuestros clientes. En este caso, lo que nos engancha es ese titular que con tan solo 5 palabras es capaz de dejar bien claros los beneficios para el lector.
➢ Útil: En este caso el lector sabe que va a aprender un proceso (un “cómo”), y sabe exactamente lo que va a aprender (“vender sin vender”). Tenemos ante nosotros un titular que promete grandes beneficios al lector.
➢ Ultra-específico: Desde luego, “Vender sin vender” podría convertirse en un titular mucho más específico si incorporásemos componentes como “Cómo utilizar el factor ‘confianza’ para vender sin vender”, por ejemplo, pero esas cinco palabras de por sí presentan suficientes beneficios implícitos y explícitos para el lector.
➢ Urgente: Aquí es donde los chicos de Copyblogger pecan un poco porque no han incluido ningún tipo de palabra que nos motive a averiguar qué hay detrás de “Cómo Vender sin Vender” lo antes posible. Nos falta un “ahora”, un “hoy” o un “lo antes ya”. Aun así, 1.500 lectores lo han compartido porque buscan desesperadamente los beneficios que Copyblogger les promete.
En este caso, el titular ha demostrado ser tan poderoso que no ha hecho falta empujar al lector para que se apresure a hacer clic en ese enlace.
Y eso es un buen ejemplo de un titular estelar.
3. La Fórmula SLAP
SLAP es un acrónimo de las palabras en inglés Stop, Look, Act, Purchase.
¿Cómo la aplicamos a nuestros textos de ventas?
La fórmula SLAP nos obliga a hacernos las siguientes preguntas antes de publicar el texto:
➢ ¿Estoy obligando al lector a DETENERSE (STOP) y fijarse en lo que quiero que se fije?
➢ ¿Estoy obligando al lector a seguir LEYENDO (READ) para descubrir los beneficios que le ofrezco?
➢ ¿He incluido una Llamada a la Acción en el texto que le obligue a ACTUAR (ACT) y hacer lo que yo quiero que haga?
➢ ¿He creado un sentido de urgencia que lleve al cliente a COMPRAR (PURCHASE) el producto que le ofrezco?
Como bien sabes, además, la palabra SLAP en inglés se traduce asimismo como “bofetada” (o bofetón, mamporro, manotazo, etc. ☺ ), lo cual nos viene de perlas también.
¿Por qué?
Porque con la fórmula SLAP lo que queremos es “repartir bofetadas” (cariñosas y bien intencionadas) entre nuestros lectores para que reaccionen de manera distinta al ver nuestro texto.
Que despierten de ese estado de inercia en el que se sumergen al leer tantísimo texto o al escuchar tantísimos anuncios.
Así que te doy permiso para que le des un buen ¡SLAP! a tu cliente (y repito, muy, pero que muy cariñoso ☺).
¿Ves?
Aquí tienes algunas de las fórmulas.
¿Útiles?
¡Eso espero!
Pero ahora, cuando hayas terminado de aplicar el copywriting on y offline, quiero que hagas dos cosas:
Primera:
Asegúrate de que no cometes los siguientes errores:
➢ Que tu texto no tenga demasiado enfoque en tus productos (y en ti)>
El protagonista es el cliente, sus problemas, y los beneficios que busca; no tú ni tus productos lo sois (sorry!!!)
➢ No seas pomposo >
La pomposidad corporativa o literaria no tiene sitio en un texto publicitario. En el marketing predominan la claridad, el ritmo y la persuasión.
➢ Das preferencia a los hechos y a las estadísticas por encima de la narrativa>
Sí, es cierto que una estadística que demuestre el beneficio para tu cliente tiene muchísimo valor. Lo ideal es intentar integrar esa estadística tan valiosa en la narración que utilizas para conectar a nivel emotivo con tu cliente.
➢ No estás reflejando tu personalidad>
Tu personalidad es tu firma única en un mercado saturadísimo. No te la dejes encerrada en un cajón en casa. ¡Saca esa sonrisa, ese humor, esa gracia, y compártela con el mundo!
Segunda:
Aplica la Regla de la Pluma Roja
Regla que nos dice que, cuando creas que hayas terminado tu texto de ventas, revísalo y elimina al menos un 30% de lo escrito.
Ajá. Un 30%.
Te lo he dicho. ☺ Lo que buscamos es la claridad de mensaje y lo que evitamos es la información innecesaria.
Asegúrate de que tu copywriting on y offline invita a tomar la acción, y que no se pierde con detalles innecesarios.
Y te dejo aquí lo que, casi sin querer, se ha convertido en una enciclopedia del texto persuasivo.
¡Y que conste que me he aplicado a mí misma la Regla de la Pluma Roja!
Nota final
Repito. No te obsesiones con las fórmulas. Obsesiónate con la persona y obsesiónate con la conexión. Eso es lo que te va a ayudar a enamorar a largo plazo.
Eso es lo que te va a ayudar a vender.
¿Cómo sueles enfocar tus textos cuando piensas en venta? ¿Qué elementos de persuasión sueles aplicar? ¡Coméntamelos más abajo y dime qué te ha parecido el artículo!
Imagen Copywriting: Shuttertock.
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