2 builders who never spoke to each other · contested
Bridge the gap of not being able to touch it
Buying something unseen leaves a hole in the decision that copy has to fill, and there are two ways to fill it. One is to publish the facts that let a buyer decide for themselves, how it washes, how much it shrinks, whether the colour holds. The other is to write the reader into already owning it and let the imagined possession do the work.
Where this splits
Frantz wants decodable product facts in place of evocative brand language, while Bourgoin writes the buyer into the experience of already owning the thing.
1 claims against 1
Chris Frantz
Publish decodable product facts so buyers decide themselves
- 01Write descriptions a buyer can actually decode: how to wash it, how long the colour holds, how much it shrinks, rather than paragraphs of trademarked language.
Write the reader into already owning the thing
When the product cannot be handled, write copy that puts the reader inside the experience of already owning it.
What it returned
Katelyn Bourgoin treats this as the cheapest version of the tactic, available to anyone who cannot get a physical product into a buyer's hands.
Sources
- Buying clothes online is still painful. Here's what needs to change.Chris Frantz · chrisfrantz.com · 2020-03-14
- Perceived Ownership - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Help Them Visualize Owning It · undated · dissenting
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected