In recent years, companies have seen a decrease in all conversion rates.
The copy that was once effective is now converting at a decreasing rate. This is because the market has changed, and people want different things.
Here are three things that most people expect to see in all of your offers.
Authenticity is becoming mandatory.
People have been scammed a lot.
People want to buy from someone who is authentic and stands for something, not someone who makes big claims and embraces causes just because it's convenient.
Indeed, the majority of the authenticity you encounter is crafted and fake. But it's getting harder to do it for a long time.
Not only solutions, but experiences.
Most people are dopamine addicts. They use Netflix and Instagram to satisfy their need for excitement.
They are adults who, like little kids, constantly want to play and have fun.
To sell to most of the market, you must offer more than a solution.
You must offer them something that is fun, exciting, and makes them forget about their responsibilities.
Silver bullets, but credible and automatic.
That has never changed. But now, with the advent of AI, people have a new excuse to be lazy.
Make them feel like they have a simple and perfect solution at their disposal.
Bonus points if you make it automatic.
And if you don't like all of this...
Change your market. Like I did.
After all, while I totally embrace the authenticity idea, the other two points are strongly against my values.
While it's true that most people are adults with the maturity of a 12-year-old, many honest companies and initiatives require copywriters to effectively communicate their message.