Selling with a character limit
We challenged Cole to write some SMS marketing offers. He could write the offers for any product or service that he wanted. We told him to write the offers for any product or service of his choice. The only condition was that he kept each example to 160 characters or fewer. That limit represents the length of one text message. Here's what happened...
First off, Cole talked about his approach. He said, "I receive a lot of SMS offers. One thing that I notice is that their messages read like an ad. They often use all capitals or multiple exclamation marks. I usually see things like '$5 off' or 'daily deal'. Those types of messages aren't effective to me. I think companies should try to write their offers so that they sound like an actual text rather than an ad."
All four of Cole's examples are very conversational. They could easily have come from a friend as opposed to a business. They also read as if they were intended specifically for one person. By taking away jargon such as 'act fast' and 'daily deals', they connect with the individual on the other end. The next time that you create an SMS campaign, think about using this style of approach. If you do, then we'd love to get some feedback on how your campaigns perform. We'd also be more than happy to help you write a new sales offer.
The first example that Cole gave was for his copywriting guide. His guide is titled 'How to write words that sell like a Florida Snow Cone Vendor on the hottest day of the year'. 92 characters long. He had 68 characters remaining to sell the guide. How did he do it? He added three words. Here's the example:
Want to learn how to write words that sell like a Florida Snow Cone Vendor on the hottest day of the year? http://bit.ly/2TXyp66
Cole's second example was also for his copywriting guide. This time, though, it was more specific. He said he was targeting a young man that may be approximately 25 years old. The description he provides was, "probably a bachelor. He's texting a few women or men that he's interested in. However, things aren't going as well as he'd hoped for and his inbox has dried up. So, I'm going to tell him about my copywriting guide." Here's the example:
Is she not hitting you back? perhaps your text is the most boring sh*t in her inbox, let us help you write better ones. http://bit.ly/2TXyp66
The final example that Cole provided can be used to target anyone that may be looking to improve their copywriting. This one focuses on the challenges of not knowing what to write, which most of us should be able to relate to. Although Cole wasn't able to include a short link to his copywriting guide without breaking the character limit, we think it's still a great example. Here it is:
Hi. Writing is hard. And, if you're like most, you find yourself at a loss for words at the most inconvenient of times. Here's a short course that might help...
The last example that Cole provided was for Reach. His message targets business owners by highlighting the benefit of using text messaging to improve your marketing strategy. The approach this time was to use a statistic that would leave a lasting impact. Here's the example:
Folks check their phone every 12 minutes. That's 80 times a day. Making more moolah for your business is as simple as sending a text https://bit.ly/38FSemG
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