Translation of an article by one of the cool STM admins - Caurmen. Rest in peace, bro!
Psst, man, do you need some help? Well, then you're in the right place.
Everyone needs them and you can never have too many of them. This manual will help you the moment you have used up your imagination. Go through all the steps in a row, and by the end you'll have at least 21 approaches, no matter what you're pouring over. Got a piece of paper or a text file handy? Got an offertory?
Then let's go!
Along the way I will give practical examples to show you how each approach works. I will be using one of the oldest squeeze-offers, the Brazilian antivirus PSafe.
Will following the steps below bring him back to life? Place your bets, gentlemen.
Note: What I will show you are raw ideas for approaches, not polished by all the canons of copywriting headlines.
1)Explain what your offer does in the simplest terms
"Install PSafe to protect your phone from dangerous, malicious software."
2)Select 2 features of the offerer and for each of them explain the advantage.
"Soft leather seats" is a feature, "Comfortable for a long ride" is a benefit, it's a positive result of the feature.
Looking at the page PSafe in Google Play, I choose these features: real-time protection and acceleration of the phone. So, the advantages:
- Approach 1: "Destroy viruses before they harm you"
- Approach 2: "Stop waiting while your phone stalls"
3)Think of two groups of people to whom the offer fits.
"Bored high school kids" could be an example to play with, "single divorcees 40+" would be fine for a dating site. Write one specific approach appropriate for each group.
Antivirus can be used by everyone, but the two groups at higher risk are the elderly, say, men, who are not tech-savvy, and children, who put everything in a row without thinking. For the elderly, I will play on the poor knowledge of technology: "Is your phone behaving strangely? Don't know what's going on? You may have a virus, check now for free!"
For the children we will play the approach with the parents: "Didn't you install a virus on yourself? Quickly fix it before your parents burn you!"
4)People have a lot of fears, which of them can prevent our product?
Write it down as an approach. There are so many choices here. "Вe thought thieves could gain access to your phone while you're using web banking? Don't risk your savings - install antivirus now."
5)Choose a superhero (or just a famous fictional character). How would he sell your offer if he were driving traffic?
Okay, let's go with Batman. Lots of possibilities- Batman likes to play with all sorts of technological stuff, we can take that for an approach. He'll probably fly around the city streets and dive at people with infected phones, I don't know how to beat that in an approach, but I'm sure it's possible.)
But in this case, I'll use the retro Batman from the '60s and his Bat-signal (which the Gotham cops used to call Batman). "Has evil taken over your phone? Send a P-signal!"Then, I'll probably draw and make up a stylized version of the PSafe logo.
This is one of those approaches that either works cool or doesn't work at all. But it's definitely worth testing.
6)Think of the two worst ideas for selling an offerer.
Boring, offensive, stupid, whatever. Find a way to remake them--or the derivative idea--into a more or less acceptable approach.
Oh, I'm good at that!
"Decided to take a break at work, relax and jerk off a bit, but you picked up a virus on a dubious porn site? Install PSafe!"In fact, I think this one I won't even remake, just fill it with pops, Exoclick, that's it. Just check if the brand will let you do that.)
"Do you have a coronavirus on your phone? Cure it before it eats you!"Oh, I like this one too, I'm going to test it.
(This happens all the time with the "worst" approaches, they get much livelier. I could go on all day and probably come up with 20 more working ones)
7)Who is responsible for all the bad things that the offertory helps to deal with?
Write a related approach.
Putting on the Anonymous Mask: "Evil hackers are constantly trying to infect your phone, steal your money, and cheat your friends. Protect yourself right now!"
8)What sad thing will happen in the future, without our offerer? Describe it.
When you have a dead phone in your hands and no way to call your friends, it's sad. "Don't let viruses that kill your phone leave you disconnected from your friends, protect yourself with PSafe."
9)Google your competitors. Find the two most common complaints about them that your offerer can handle.
Write 2 approaches describing that your offerer has no such problems.
A quick search showed me that the two main complaints about competitor antiviruses are 1)they don't do anything 2)unfriendly and unhelpful helpdesk. Both of these complaints have already been addressed on the Google Play page of our antivirus, so we do approaches. In the first case, let's focus on an independent review, and in the second case, on Google Play reviews.
- а) "Need protection for your phone? Install PSafe, the most effective Android antivirus as reviewed by AV-TEST, an independent IT security agency."
- б) "PSafe antivirus users: "you handle all complaints and flaws... 5 stars!" Download a trusted antivirus!"
10) How would your government market your product?
Forgive me for my cynicism, but I suppose the British government would simply rely on the Daily Mail. For those who don't know, the Daily Mail is an infamous yellow newspaper. They also write VERY good headlines. Let's see what they wrote about viruses...
"Android malware calls and texts even when the phone is OFF" - perfect!
Approach: "Viruses can control your phone even when it's turned off! Protect yourself now!"
There's plenty more good stuff in this article-I could make it into five more takes. I'm not a fan of the Daily Mail, but if you need to scare the user to death, you'll find something there.
11)Consider your benefits. Then imagine the buyer saying: "But why would that help me?" Answer them, then imagine them saying it again. Then answer them again.
"Destroy viruses before they even hurt you." "But why would that help me?" "Because it means your data and passwords stay safe."
Approach 1: "Protect your data and passwords: Install PSafe!"
"But why would it help me?" "Because it means that even if you get a virus, it won't be able to access Facebook, soap, web banking, etc."
Approach 2: "If you don't want a hacker to get into your Facebook (hehe), work emails, or your bank, you need this app!"
12)Think of two people you personally know who could use this. How would you sell to them and them alone?
Well, I can't imagine any of the STM moderators would install PSafe, but if ...
MrGreen loves Apple tech for its aesthetics and quality, so if he had Android, it would probably be a high-end model.
Approach 1: "Proud of your cool new phone? Don't let viruses ruin it!"
(An added bonus: you can get a head start on people with new high-end mobiles!)
Zeno is both a technician and a scientist, so if I were to convince him to put PSafe on, I would use facts and numbers. A review from AV-Test would do the trick!
Approach 2: "PSafe detected 96.04% of new malware from the App Store in an independent test. Gain your peace of mind!"
13)Look at what's interesting in the news in the country you're driving traffic to. How can you tie your product to these events?
Brazil is now in the middle of a grand corruption scandal involving a bunch of big companies. It's pretty easy to get attached, ha:
"After laundering dirty money, how can you trust any Brazilian companies like your service provider? Make sure your phone is secure!"
14)How can you present your product as rare and urgent?
"Urgent" is easy, let's just google "Android malware" and look at the horrors that will appear. The first crypto-locker ransomware was recently discovered on the Internet as well. "Breaking news: New Android virus extorts money from users! Protect yourself."
15)What is new about your product? Write it down as a Novelty or Breaking News approach.
I'll just look at the product page, it looks like they recently added a feature to delete duplicate photos in WhatsApp. So...
"New: Protect and Clean up your WhatsApp with our latest update!"
And voila! Here we have 21 approaches ready for our offer! Now go make at least that many for your offerer!