Customer experience

How to turn negatives to positives in your marketing copy

- October 11, 2012 2 MIN READ

As a soloist, sometimes it’s impossible to get to the phone straight away or drop everything for a client meeting. But what could be seen as a negative can be turned into a positive – simply by tweaking your marketing copy.

Here are some situations in which putting a positive slant on your marketing copy will help you manage client expectations and turn perceived negatives into positives. 

Calls sometimes go through to voicemail

Unless you have a virtual assistant it can be difficult to answer every single phone call as a soloist. While speaking to people immediately is ideal, you won’t necessarily lose their interest if you don’t answer every call, especially if the potential client understands why you can’t answer the phone and when you’re going to call them back. Make this clear to them using the following methods:

Example 1: Website contact page copy

“I often deliver full-day training programs in Sydney and Melbourne. If your call goes through to voicemail please leave a message and I’ll return your call within 24 hours.”

Example 2: Voicemail script copy

“Thank you for your call. I am currently in a meeting; however, I check my voicemail regularly and will call you back within three hours. I look forward to speaking to you very soon.”

Real-life Example 3: Flying Solo website copy

“Want to talk to someone on the phone? Our little team is scattered all over the place, so please use the form and we’ll get back to you quicker than you think.” 

I can’t work with you immediately

The nature of soloism and running a micro business means you can’t always work with every client immediately. While this can be seen as a negative to some prospects, it is indeed a positive to most. The reason for this is social proof: not only are you busy but you’re also in demand, which equates to the perception that you must be good. 

Sample website contact page copy

“I am fortunate to work with many wonderful clients, all of whom consistently refer my logo design services to their friends and colleagues. As a result of this I generally have a short waiting period of around two weeks. If you’d like to work with me, please get in touch, I’ll prove that I’m worth the wait.” 

Want more articles like this? Check out the  customer service section.

I don’t have a shopfront or business premises

To some prospects, a shopfront or office is a sign of a professional, stable and established business. If your competitors all have bricks-and-mortar premises, it’s important to point out the benefits of not having the same, while emphasising your credibility and trustworthiness.

Sample website copy

As part of my Mobile Carpet Sales Service I bring a diverse range of carpet samples to your home. The benefits are numerous:

  • You save time.
    Stay in the comfort of your home rather than wasting your precious time visiting endless carpet stores.
  • You save money.
    My prices are competitive because you don’t pay for a fancy showroom or expensive television commercials.
  • You make the right decision.

With my service you can have a real-world look at how the carpet colours and textures work with your home’s unique interior (as you know, carpet looks completely different in your home compared with a showroom). The peace of mind is priceless!

We’ve worked with hundreds of customers over the past seven years, and we’d love to work with you, too. Call us on 123 4567 for a competitive carpet solution. With my Mobile Carpet Sales Service, you’ll be floored! 

It’s all good

So, you see, the very things prospects may perceive as being negative can easily be turned into something that can build social proof and increase leads and sales.

How do you turn perceived soloist negatives into positives in your marketing copy? 

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  • Andrew Caska

    Caska IP Patent Attorneys

    'Flying Solo opened up so many doors for us - I honestly don't know where I'd be without it"