Perhaps the worst kept ‘secret’ in digital marketing is that new campaigns don’t usually get amazing results straightaway. Instead, they have to be ‘tested’ and ‘tweaked’ to provide a profitable return.
In this post, I’m sharing with you a quick & simple ‘tweak’ we use often because it nearly always results in increased sales for our clients.
We call it the “Letter ‘S’ Tweak” and naturally, it’s about strategic use of the letter ‘s’.
The short story version is this particular ‘tweak’ was first discovered by TDK back in the 1970-1980’s. TDK (for the younger audience they made cassette tapes) had produced an expensive ad campaign (think print and TV) with the tagline “Put Music In Your Life”.
Unfortunately, figures showed the campaign wasn’t doing too great. Some bright spark came up with the idea of tweaking the tagline by adding an ‘s’ to make it “Puts Music In Your Life”.
Consumer response shot up by nearly 300% and “The Letter ‘S’ Tweak” was born.
This change works so well because people are inherently lazy. They simply want to ‘buy’ the outcome a product provides.
Although the difference is subtle, the addition of the ‘s’ makes it sound like the product itself is going to do all the heavy lifting. It sounds like the buyer can sit back while the product delivers the desired outcome.
So, how to put this in place for your business? First off, make sure you change a benefit statement.
A common example of describing the difference between features and benefits, is the ‘power drill’ example. It goes something like…
“People don’t really want a power drill, they want a hole in something”
And so, when describing a feature and benefit of the power drill, we might say something along the lines of…
“The ABC Power Drill has a variable speed 100KW motor which means you can easily drill the perfect size hole in any material”
The feature is the ‘variable speed 100KW motor’
The benefit is the ‘you can easily drill the perfect size hole in any material’
When we use “Letter ‘S’ Tweak” the feature remains the same but the benefit part of the statement is given an extra ‘s’ – like this…
“The ABC Power Drill has a variable speed 100KW motor which means it easily drills the perfect size hole in any material”
(And yes, sometimes you need to change the sentence a little for it to make sense)
The benefit is changed to ‘it easily drills the perfect size hole in any material’ Now the ‘product’ is doing the work.
Here’s a few more examples…
- “Drill the perfect hole every time” becomes “Drills the perfect hole every time”
- “Rejuvenate your skin” becomes “Rejuvenates your skin”
- “Get from A to B safely” becomes “Gets you from A to B safely”
- “Pick up five times more dust” becomes “Picks up five times more dust”
It’s fairly versatile too.
You can use it on your web pages, in Facebook or Google Ads, and in print ads, leaflets or business cards. It’s also one of those ‘tweaks’ you (and your sales team) can use when speaking with clients.
If you liked this ‘tweak’ you can get some more free by clicking the link below.