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Copywriter Blogger: What Do Your Prospects See?

How often do you go out and just buy something? Just blow a couple hundred bucks.

It’s becoming less and less.

Money woes are part of the problem. But the reality is the internet has changed the way we buy things.

For ten bucks, most of us won’t give it a second thought. At a hundred bucks or five hundred, things change. We all have our own price. A price when it becomes a more serious purchase.

When it becomes serious, we need information. And the quickest way to get that information is often in our pocket. Whip out that cell phone and check some prices and reviews.


You are regularly somebody’s customer. But the person mentioned above is your prospect or your customer too. When that cell phone or laptop comes out you better be ready.

The internet allows customers to immediately compare prices of the same product from different vendors. Customers may go to one store so they can physically see the product and then research prices online to get the best deal.

Will you have the best deal? There are prospects who won’t want to wait several days for delivery. They won’t want it to sit on their front stoop until they get home. Or they won’t want to pay a membership fee. Still with all those things to consider, will they buy from you?

The immediate hurdle is price. But hard on its heels is value. Is your product worth buying in the customer’s eyes?

Pictures, a tantalizing description, and useful information all play into the equation, but they’re not enough. Today’s buyers want proof. And they want it to be from an objective third party.

What kind of proof do you have out there?

Back in the day, mom and day or another family member would have been the prospect’s first reference. Dad would have had me talk to Ed Roberts about a new Chevy, and mom would have sent me to Sears for my appliances.

While mom and dad’s opinions still count. As soon as they tell your prospect where to start, out comes the phone. Immediately, your prospect will have access to comparisons. Will they be the comparisons you created or the ones your competitor put together?

If there’s something special about your product or service, you’ve got to let your prospect know. Strong, truthful comparison sheets are an excellent piece of content to put on your website. They let your customers know that you’re aware of the competition, but you’ve got something more to offer. Highlight what makes your product best.

Besides family, prospects will turn to friends and coworkers for advice about a new product. Work is a place where a lot of crossover can occur. If the PC your prospect works on at work all day is a lemon, your prospect will not be looking at your brand for a home device.

As a brand it’s your job to make the best products you can. User experience at work can affect how your personal products will be perceived.

Another activity that happens at work is recommendations from friends and colleagues for new restaurants and products. If price becomes a factor, out will come the phone again. Afterall who can trust the salesman with the bad tie when he’s talking about spending half a week’s pay?

For a restaurant or hotel, prospects will be looking at reviews. Do you have any? What do they say?

You will need to actively respond to reviews.

For good reviews, you’ll need to say “thank you” and be glad they enjoyed whatever facet of your product.

You cannot ignore a bad review. You’ll need to acknowledge the complaint and let the reviewer know you will contact them directly. Do not engage in a word battle online. Make sure you contact them if you say you will. Deleting a bad review is not the best tactic. Angry reviewers are known to post again advising others of their complaint and the fact that you deleted their original review.

Some companies do not have a space for reviews or comments on their websites. They may have a Facebook page where they allow postings. Just know that today’s prospect expects to find reviews. No reviews appears fishy.

If the product you offer is higher dollar or B2B, your social proof may not be reviews but rather case studies. Case studies show the value of your product in the hands of an existing customer. You are able to show the problem you solve and emphasize the value of your product. A well written case study can weigh heavily in your favor.

As your review your website, make sure you have:

  • Clear pricing

  • Excellent product descriptions

  • Product comparisons

  • Brand recognition for quality products

  • Customer reviews

  • Company replies

  • Case studies

Content on your website matters. It can elevate your brand. Be known for offering quality information about quality products.

Excellent copy can help move your prospective customers down the sales funnel. Great copy can’t be ignored.

But to neglect social evidence like reviews, case studies, and brand longevity is something you don’t want to do. It’s unlikely one bad review will sink you, but no reviews might.

Give your prospects the information they expect to see.

If you need help developing the copy or content for your website, I can help. Contact me today at

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