How to get what you want in 2024
Welcome to today’s issue of Conversion Alchemy Journal. If you received this from a friend and enjoy it, subscribe here.
Hope your had a great time during the holidays. I’m back in the UK after gaining a solid 3kg in 2 weeks while visiting family in Italy 🤤. Getting back on track – and with a strong resolve. Here’s how you can start getting what you want this year…
I’m sick and tired of these pitches:
6:58 PM • Jan 10, 2024
If you’re in business you probably get a ton of them too.
What sucks, is not that they likely come from the same person, or from people who bought the same scammy course. It’s not even the fact that they call me “bro”, and what I do, “shit”. What sucks is that they are invading my boundaries.
How can you be so sure? What do you even know about my business? Who the hell are you?
These and more are the questions that pop up in my head. And it all leads in me blocking these guys. Sorry, not sorry.
They’re the modern-day version of the pushy, door-to-door salesman.
Look at that creepy dude
In 2024, there’s a better way to get what you really want.
Go for No
When you start your pitch or your request with the willingness, no, with the expectation of getting a “No” back, you allow the other person to feel safe, secure and in control. And this is what we need in today’s attention-raping society. Not just people saving us time, or doing the work for us, but people who put themselves in our shoes, who empathize with us, and protect our boundaries for us.
FBI negotiator Chris Voss in his book “Never split the difference”, puts it this way:
“You use a question that prompts a “No” answer, and your counterpart feels that by turning you down he has proved that he’s in the driver’s seat. Good negotiators welcome—even invite—a solid “No” to start, as a sign that the other party is engaged and thinking.”
The only way to disrupt and catch people’s attention today, is to engage their thinking. Start with looking for more No’s.
How to get more No’s with your copy
Getting no’s in B2B SaaS copy, can differentiate you from the pushy, me, me, me, me vibe that a lot of the companies in the industry fall back on (looking at you enterprises 👀). But it’s not so straightforward “because they go directly against one of society’s biggest social dictums. That is, “Be nice.” as Chris Voss says.
Always test these of course, but here are a few ways you can do it:
Email campaigns: Instead of pushing for a yes to a demo or trial, your email could say:
Maybe you’re 100% happy with your current solution and that’s great. But if there’s a tiny, teeny chance you’re open to seeing how [Your Product] can [solve a specific problem], would a quick chat be a terrible idea?”
Landing pages: Create an option for visitors to select:
“No, I don’t need to improve [specific metric],” which can then lead to a page that might say, “We understand [specific metric] might not be your priority right now. Could you share what is?”
This encourages them to engage in a conversation about their current priorities.
CTAs (Calls to Action): Frame CTAs to give people a sense of control. For example:
“If increasing [benefit] isn’t on your agenda this quarter, that’s okay. But if you’re curious about how it could look for your team, why not explore our case studies?”
Lead qualification: When qualifying leads, instead of asking directly if they’re interested in your product, you could ask if they’re struggling with a problem your product solves. For example:
“Most teams are perfectly happy with their workflow efficiency. But if that’s not the case for you, would you be open to discussing potential improvements?”
Content offers: Provide content that aligns with the “no” mindset, such as
“10 Signs You Don’t Need a New SaaS Solution.”
It plays on reverse psychology and might attract readers who are actually in the consideration phase.
Retargeting campaigns: For prospects who have engaged with your content but haven’t converted, you could use messaging like
“Perhaps now’s not the time to switch to a new [software type]. We get it. Here’s some information to consider when the time is right for you.”
As you can see, these are all ways you can give control back to your prospects. To make them feel safe and secure. So they know their boundaries will be respected, no matter how the transaction goes.
We need more of this in 2024.
Let’s start by doing the work ourselves.
Have you tried this? Sounds icky? Hit reply and let me know.
📚 3 things to get better at copywriting
1. Give them what they need most
Brennan Dunn makes a great point in his newsletter when he talks about how he went from thinking of himself of someone who sells courses, to someone who helps people personalize their marketing:
Creators like to talk about monetisation. “I monetise my audience by selling them courses.” Or services. Or coaching. Or by selling sponsorships or ads. Or whatever else. I’d really encourage you to think less about how you monetise, and more about how you’re able to give those who follow you what they need most. – Brennan Dunn
By the same token I’m starting to see myself not as a conversion copywriter, but as someone who helps clients understand, empathize with their audience, and clearly communicate to them.
2. Forget old boring explainer videos
Keeping with the theme of giving our prospects control, a great way to do it while “selling” your product, is to use interactive demos. Wonder how they work for conversions? The guys at Navattic, just released a super interesting report going into the nitty gritty deets. Highly recommended read if you’re in marketing, product or growth and want to persuade your execs to try this strategy.
Interactive demos give your prospects the power of saying No. Which quickly turns into a Hell yes!
3. What the best ideas look like
I love the last episode of the Tim Ferriss podcast with Chris Beresford-Hill, an ad man at BBDO (previously Ogilvy).
He was behind commercials like this one (thank me later):
“The best ideas are when you’re like, ‘We can never do this. We’re going to get in big trouble. This is so wrong.’ When you feel that, you’ve got to stay there. You absolutely have to. That’s where all the interesting stuff happens.” – Chris Beresford-Hill
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✅ Don’t miss it
- 📣 I’M LAUNCHING A PODCAST! I decided to focus 100% on B2B SaaS moving forward because I love the passion and nerdiness in the industry. In February I’m going live with a new podcast. It will be called “The Message-Market Fit Podcast”. More coming soon 🤫 (know anyone in B2B SaaS marketing, product or growth? I’d love to chat with them!)
- I recently published 2 videos on how to structure and write a B2B SaaS homepage. It’s probably one of the most frequent questions I get from founders and marketers. The job of a homepage is not easy. You need to welcome new and returning visitors, you need to tell them what you do, who you do it for and how – in milliseconds, and you need to point them in the right direction so they can take the next step. Learn how, here. And when you want real-world examples from my work with clients, check them our here.
🤔 Thought of the week
“Action takes faith. That it will make sense later. That the lessons you learned here matter. We are conscious of very little of what we understand.”
– Kyle Eschenroeder, The Pocket Guide to Action
You don’t need to know where you’re going to take the first step. Sometimes it’s even better if you don’t know but you take it anyway.
Have a great weekend!
Founder, Conversion Alchemy