One of the biggest challenges for any business communicator is to get their customers to take action.
You see our audience is comfortable in their status quo. They will put up with their "flaky" duct-taped solutions for as long as possible.
Most B2C copywriters will bang the drum about pressing on pain points and fear - The basic principle being: We are more motivated by the threat of losing than we are by the prospect of gaining. They use the writing framework PAS (Pain Agitate Solution), commonly seen in public service announcements and non-profits, where you make people imagine what might happen to them if a threat, a crisis, or their problem remains and press on their pain till it hurts.
The main problem with using a fear-based sales copy strategy is that while it activates our survival instinct to avoid these risks, your communication will often need to rely on tactics like scarcity, discounts, and limited offers to push them to change their behaviour and purchase your product/service.
A more modern way of getting your customers to slide into your DM, or click Buy Now is to stop selling Information and start showing Transformation.
Because when it comes to B2B there's no point tapping into a fear without giving them hope.
Author Blair Warren said: "People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies."
Because what we as human really want, is for our existing reality to be transformed into a better version.
For me, when it comes to B2B, I prefer to use the Copywriting Framework BAB framework (before-after-bridge). It's a simple structure that is clear and flows naturally like everyday storytelling.
And the reason I use it is because it doesn't feel like selling. In fact, it feels like you're walking alongside your Best friend and helping them solve a problem.
If you're not familiar with this framework it goes something like this
Before: Describe your customer's current situation, focus on their pain points, challenges, and struggles as well as their desires.
After: Present an ideal future (that's not too far into the future) where your product has solved your customers pain points, resulting in a desirable outcome.
The Bridge: Connect the Before and After by explaining how your product or service can help customers transition from their current situation to the desired outcome.
Let me show you how using Slack's Copy.
The Before:
Highlight your reader's current situation. What is their state of being before the purchase?
To write a compelling transformation story, you must first understand what triggers your audience's desire for change. For example, if you're selling a time-management app, think about your target audience's current struggles:
"Do you find yourself constantly overwhelmed by an endless to-do list?"
"Are you tired of missing deadlines and feeling like there aren't enough hours in a day?"
By addressing these pain points, you demonstrate that you understand their struggles and have a solution tailored to their needs.
What does your customer's present-day look like before your service?
What do they already have in structure?
What are they already achieving?
How does your customer feel before they have the solution?
What gaps are in their knowledge?
The After: How your customer's future day will be better after your service?
Once you've identified the trigger points, paint a picture of how your product or service will lead to a positive change in their lives. Highlight the benefits and results they can expect:
"Imagine having a clear, prioritized schedule, allowing you to focus on the tasks that truly matter."
"With our time-management app, you'll reclaim your work-life balance and experience the satisfaction of crossing tasks off your list every day."
Make sure your Transformation story engages your audience's emotions and aspirations, describe the benefits of your product or service to feel tangible and attainable.
Tap into their fundamental desire for improvement and personal growth.
Who can they become?
What can they do?
How do they feel after using your service? This could be weeks, months or years.
Highlight the Journey: Focus on the transformation process not just the end result. Show any hurdles, growth, and the effort involved.
Quick Tip: You can mine your customers reviews and use their language to describe their transformation.
The Bridge: Join the conversation in their head
By acknowledging their thoughts and hesitations, you create a sense of empathy and understanding while reinforcing the value of your solution.
"You might be wondering if our app is just another fancy to-do list. Let us show you how our app uses your personalised strategies to tailor your day to your working style."
Block out those pockets of deep-dive creativity and encourage your work productivity."
The key is to be transparent and honest: Avoid exaggeration or misleading information, as it can erode trust.
Transformational copywriting closes the gap between you and your clients, taking them from A to B.
Your Content should Inspire Your Clients to actively seek a solution and not just highlight their problems.
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