Did you know that during a financial audit, the auditor doesn’t check everything?
It’s a misconception I often get from people when I worked at KPMG a few years ago.
Instead, we set a threshold.
It’s the level of risk we’re willing to accept to confidently say that there are no errors in the numbers.
This helps us balance between quality and speed.
Otherwise, overworked auditors will over-overwork themselves even more, and the clients will gag at the number of documents we need.
The same goes for my AUDIT method for writing copy.
It’s a 5-step process I use to:
Optimise existing campaigns
Write compelling sales emails or letters
Churn out good enough copy that can be improved in future tests
…without fussing through every single detail or word in the copy.
Now, I did not invent these 5 steps.
In fact, you will find them mentioned in nearly every copywriting/marketing training out there in the market.
There is also no shortage of checklists or templates to check the quality of your copy too.
Then why bother reading (or using) my method described below?
Well, I’m a huge 80/20 believer.
That means 20% of the effort will lead to 80% of the results.
So instead of going through every single psychology trigger or copywriting theory, I often use the AUDIT method to give me enough confidence to launch a campaign.
And since it relies on the fundamentals of buying psychology and copywriting principles…
It will work regardless of what product or service you sell.
Audience
I can’t remember where I heard the following story from. And if you do, please tell me.
It goes something like this: Two copywriters, A and B, were having a conversation. Copywriter A boasts he doesn’t believe there is such a thing called “the most powerful headline.” Copywriter B smirks and says, “Oh yes, there is.”
Can you guess what it is?
“What I really think about Copywriter A.”
The point of the story is that marketing or copy is not about you, the product, or the world. It’s about that ONE person in your audience.
And if you can truly understand what he or she thinks, does, reads, works, eats…
You will know exactly what to say to get their attention.
Here are some areas to think about:
Demographics: Key metrics like age, gender, occupation, and location provide essential insights into your audience’s profile.
Pain Points: Identifying your audience’s struggles, dreams, and desires can help you craft copy that resonates deeply and offers relevant solutions.
Previous Attempts: Understanding what your audience has tried before in their quest for solutions can help you position your product or service as a superior alternative.
Habits: Identifying where your audience spends time online can help you strategically place your copy for maximum visibility.
Uniqueness
When Yahoo dominated the search engine space, the site was cluttered with links and images.
Then, Google came into the picture.
They went plain vanilla, reply on nothing except their logo and a simple search bar.
At the time, it was a breath of fresh air. Of course, their algorithm was the reason for their success.
But I remember using it and amazed at the simplicity of the site.
You’re undoubtedly familiar with the phrase: It’s better to be different than to be better.
When you are unique, people pay attention.
And when you have attention, especially in this age where people can’t even pay attention to a video that’s 5 minutes long…you’re more likely to get higher conversions in your campaigns.
Uniqueness is your secret weapon to standing out.
Here are some ways to sharpen it:
Competitors: Knowing your competitors helps you identify your unique selling proposition (USP).
Differentiation: Highlight why your offering is unique and why your audience should choose you over others.
Indispensability: Aim to offer solutions your competitors can’t match, making your product or service irreplaceable.
Devil’s Advocate
Alright, alright…
I’m obviously trying to fit this into the AUDIT acronym.
But Devil’s Advocate simply means answering the many objections your prospects have.
Even those familiar with your brand will have little Devils on their shoulders telling them why they shouldn’t buy your stuff.
The more you can answer objections, the less risk they have about your brand, the more likely they will open up their wallets to you.
So pre-empt them before they have the chance to think about them.
Here are some ways to think about it:
- Am I getting the best deal?
- Can I have a refund?
- Will I get results?
Irresistible Offer
There’s a well-known formula that goes like this:
The success of a campaign is attributed to 40% to the audience 40% to the offer and 20% to the copy.
You can have sub-par offer, and a no-brainer offer and still create breakthrough results in your campaign.
So make them an offer they can’t refuse:
Added Value: Provide additional benefits like discounts, guarantees, bonuses, or after-sales services to make your proposition irresistible.
Complimentary Products/Services: Consider upselling or cross-selling to enhance the perceived value of your main offering.
Testimonials
Reviews are super important in getting people off the indecisive fence.
They help demonstrate that you can do what you say.
After all, the best proof is demonstration.
Without exchanging money, the closest kind of demonstration of your product is through reviews and testimonials.
This is obvious knowledge. But what’s not so obvious is the kind of testimonials to use.
Use video testimonials whenever possible, especially the kind that is shot organically by your customers.
Before and After: Highlight your customer’s transformation journey to illustrate the real value of your product or service.
Case Studies: Showcase specific examples of how your product or service has benefited past customers to prove its effectiveness.
The next time you send an email or launch a landing page or a new offer, do an AUDIT.
You might notice some ways to optimise it.
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