Is A Fear Based Approach Right For This Niche?
I've always tend to hear copywriters say, that most people prefer to avoid pain. Rather than take a simple risk that may provide them with a great form of pleasure.
But when I analyze peoples copy on here, or the more talented folks, they seem to appeal to peoples egos more.
Say like Rick Duris and his recent email copy.
The only fear inducing phrases I saw him use were "hyper-competitive" & "cutthroat environment".
The rest of his copy however seemed like an avalanche of subtle "ego feed" if that makes sense. More like he was appealing more to the egos of web designers, and the pleasures they might experience, rather than what they fear.
It seems like this approach anchors a lot of credibility to your message. As you don't come off like a hypey, fear mongering asshole.
However, I hear tons of ads day in and day out, on radio and tv, that obviously appeal to peoples fears and potential misery. Especially in my niche, which is mold remediation.
So naturally I wind up writing a lot of copy that appeals to peoples innate fears of sickness and developing health problems. I imagine that my target market is very concerned about their health, they might be hypochondriacs, worrying about their childrens health, allergies, asthma, etc.
But something just feels "wrong" when I do this.
For one, it becomes difficult to sound credible, and I always feel like I sound negative. The ads have always worked, but I'm curious if they can work better, by not trying to sound so scary.
To compensate, I've been trying to make it sound like credible sources are scaring them, so its more indirect.
Then I try to focus on other problems that mold causes.
In fact, let me just post one of my CL ads and let you folks tear it apart:
-----------------------------------------------
Mold? Musty Smells? Rotting Wood? Water Leaks? WE CAN HELP!
Our company has been providing mold remediation & basement waterproofing services to all of NJ since 2001.
Our services have been broadcast on shows like CBS's "The Doctors"
The EPA & CDC have stated that 100% of all types of mold, have the ability to trigger some health effects. However, this will depend on various factors, such as the age of the mold colony, how consistently it gets food and water, what type of surface its growing on, and various other factors
When mold is fully mature, and recieves all the proper nourishment, it can produce a wide range of immuno-toxic, carcinogenic compounds. The National Institute of Health has warned us that many carcinogens can lead to the development of cancer.
Aside from potential health risks however, mold can rapidly deteriorate the structure of a home. Whether its underneath your floor boards, your foundation walls, or the frame that supports your roof... all these problems can lead to expensive home repairs.
If your goal is to remove this obnoxious organism, so you don't waste money on expensive home repairs or medical bills, then mold remediation is definitely the way to go.
The reality is, we've been doing for a while. For long enough to understand that most homeowners don't care what type of mold is growing in their home. All they know is it stinks, its damaging their home... it might be making them sick, but either way - they just want it gone!
They want it gone fast, for an affordable price, and they want the work guaranteed.
XXXX offers all of these things and more. We are fully commited to earning your trust!
If you don't want to waste time scrubbing your walls with potentially hazardous chemicals, if you need a fast, safe and effective solution... and you need it now, then call our senior mold inspector Randy at: XXX-XXX-XXXX.
*10+ years experience
*5 Star Google Reviews
*No subcontractors involved.
*No high pressure salesman.
*100% Free mold inspections
(homeowners only)
A community service by (website linkXXX)
Fully licensed, insured & BBB accredited.
---------------------------------------------------------------
I'm just starting to lose objectivity as to what I'm coming off like.
Do you see any "copywriting sins" in the way I'm trying to deliver my message?
Is it too fear provoking?
Do you think it would be beneficial to sound more positive? Maybe come from a place of benefits and pleasure more?
The problem is, like I've said, I just don't believe thats my market. Most of the people we serve seem very worried about their health. Some older folks, some middle aged adults with children, etc etc. People who already suffer from various health issues. Then the types who are the complete opposite. Very health folks who are obsessed with healthy foods, eat all organic foods etc etc.
So that basically mandates a fear based approach, correct?
Thanks guys - Red
But when I analyze peoples copy on here, or the more talented folks, they seem to appeal to peoples egos more.
Say like Rick Duris and his recent email copy.
The only fear inducing phrases I saw him use were "hyper-competitive" & "cutthroat environment".
The rest of his copy however seemed like an avalanche of subtle "ego feed" if that makes sense. More like he was appealing more to the egos of web designers, and the pleasures they might experience, rather than what they fear.
It seems like this approach anchors a lot of credibility to your message. As you don't come off like a hypey, fear mongering asshole.
However, I hear tons of ads day in and day out, on radio and tv, that obviously appeal to peoples fears and potential misery. Especially in my niche, which is mold remediation.
So naturally I wind up writing a lot of copy that appeals to peoples innate fears of sickness and developing health problems. I imagine that my target market is very concerned about their health, they might be hypochondriacs, worrying about their childrens health, allergies, asthma, etc.
But something just feels "wrong" when I do this.
For one, it becomes difficult to sound credible, and I always feel like I sound negative. The ads have always worked, but I'm curious if they can work better, by not trying to sound so scary.
To compensate, I've been trying to make it sound like credible sources are scaring them, so its more indirect.
Then I try to focus on other problems that mold causes.
In fact, let me just post one of my CL ads and let you folks tear it apart:
-----------------------------------------------
Mold? Musty Smells? Rotting Wood? Water Leaks? WE CAN HELP!
Our company has been providing mold remediation & basement waterproofing services to all of NJ since 2001.
Our services have been broadcast on shows like CBS's "The Doctors"
The EPA & CDC have stated that 100% of all types of mold, have the ability to trigger some health effects. However, this will depend on various factors, such as the age of the mold colony, how consistently it gets food and water, what type of surface its growing on, and various other factors
When mold is fully mature, and recieves all the proper nourishment, it can produce a wide range of immuno-toxic, carcinogenic compounds. The National Institute of Health has warned us that many carcinogens can lead to the development of cancer.
Aside from potential health risks however, mold can rapidly deteriorate the structure of a home. Whether its underneath your floor boards, your foundation walls, or the frame that supports your roof... all these problems can lead to expensive home repairs.
If your goal is to remove this obnoxious organism, so you don't waste money on expensive home repairs or medical bills, then mold remediation is definitely the way to go.
The reality is, we've been doing for a while. For long enough to understand that most homeowners don't care what type of mold is growing in their home. All they know is it stinks, its damaging their home... it might be making them sick, but either way - they just want it gone!
They want it gone fast, for an affordable price, and they want the work guaranteed.
XXXX offers all of these things and more. We are fully commited to earning your trust!
If you don't want to waste time scrubbing your walls with potentially hazardous chemicals, if you need a fast, safe and effective solution... and you need it now, then call our senior mold inspector Randy at: XXX-XXX-XXXX.
*10+ years experience
*5 Star Google Reviews
*No subcontractors involved.
*No high pressure salesman.
*100% Free mold inspections
(homeowners only)
A community service by (website linkXXX)
Fully licensed, insured & BBB accredited.
---------------------------------------------------------------
I'm just starting to lose objectivity as to what I'm coming off like.
Do you see any "copywriting sins" in the way I'm trying to deliver my message?
Is it too fear provoking?
Do you think it would be beneficial to sound more positive? Maybe come from a place of benefits and pleasure more?
The problem is, like I've said, I just don't believe thats my market. Most of the people we serve seem very worried about their health. Some older folks, some middle aged adults with children, etc etc. People who already suffer from various health issues. Then the types who are the complete opposite. Very health folks who are obsessed with healthy foods, eat all organic foods etc etc.
So that basically mandates a fear based approach, correct?
Thanks guys - Red
- Jack Trout