Your brain is brilliant at conjuring up all kinds of images and scenarios.
If you have been out in the dark on your own (which I'm sure you have) you will know what I'm talking about. You hear all sorts of scary sounds, which in daylight wouldn't worry you at all.
But in the dark with the help of your imagination, they become terrifying ghoulish monsters.
Now I would like to say you are wonderfully unique (which I'm sure you are in many ways) but fortunately not where your imagination is concerned. Your ideal clients have great imaginations too.
And you can help them to use that fantastic imagination to understand your offers, results and prices.
It is called dimensionalizing (adding dimension) and is used to add substance to your copywriting and to make everything feel real for your reader.
Dimensionalizing helps your readers to put your words and numbers into images, situations and emotions that they can quickly and easily understand and relate to.
You can help your reader to feel what it will be like if they ignore their problem. How the problem will grow over time, if their situation doesn't change and how brilliant they will feel when you help them to solve it.
You can Dimensionalize both numbers and words and in this blog, I am going to talk about how you can Dimensionalize numbers, something I learnt from Kyle Mulligan.
People buy on emotion and back up their decision with logic. Numbers are logical and an important part of your copy but they can be very flat and hard to put into context, especially if numbers aren't your reader's thing.
By adding dimension to the numbers, you can help your reader to imagine the effect these numbers will have on them.
Dimensionalizing Percentages In Your Copywriting
You have probably seen ads that say they can increase your sales by 20% per month. The reader is expected to calculate what their sales are, what 20% is and what an extra 20% will mean to their life.
This is a lot to ask when people are busy and realistically most people won't work it out. So, you need to make it simpler.
To add dimension, we change the % to what the increase will feel like for your ideal client.
An increase of 20% becomes - 2 new customers per month
Or add even more dimension with 24 new customers per year.
All are saying the same thing, but by writing what it will materialise into (2/24 real people) your reader will be able to know what that benefit is. And find it easier to imagine what 2/24 new customers will mean to them and their business. The numbers are no longer just numbers as your reader can imagine their value.
Dimensionalizing Prices In Your Copywriting
You can also add dimension to your price to help your reader to understand the investment they need to make. This is especially useful if they pay over a long period of time. As well as having the full price or investment they need to make, you can add dimension by tying it in with something they frequently buy.
e.g., If your product is £1250 over 12 months, it can be broken down into a monthly or daily amount
£1250 over 12 months becomes £105.00 per month
£105.00 becomes £3.50 per day
You can now put the monthly or daily amount into context, by comparing it to something your reader will regularly buy.
For the price of a coffee per day, you can join the amazing course. The price is still the same but by putting it in the context of 1 coffee you help your reader gain perspective and look at the investment differently.
When writing for your ideal clients you serve them best by explaining what you have to offer them, in a way they can quickly and easily understand. By adding dimension, you can do exactly that and use their wonderful imaginations to deepen your connection and make more sales.
If you are struggling to get sales from your sales pages, emails and social media posts? Then hire me to help you. Just fill in the form here and I will be in touch.
