Copywriting Conversion Rates – You’ll Never Hit 100%

As a copywriter you might think it a bit counterproductive to tell you that 100% conversion isn’t achievable. I prefer to see it as being honest.
To use a cliche, you can’t please all of the people all of the time and that’s why you’ll never convince everyone to buy your product.
Even if you are able to produce exceptionally hot copy you still can’t get away from the fact that not everyone is going to want your product or be ready to buy it. You have to remember that there is a chance that your product simply doesn’t suit them.
What prompted this post?
During a conversation with some friends, the topic turned to books. We are all avid readers and began the debate about what was best – Kindle or book. Some adore the Kindle and think it’s the best thing since George Clooney. But others (me included) still love books.
To illustrate how a marketing campaign can fail with some people, I’ll give you my thoughts about what’s best-the Kindle or a book.
Let’s kick off with the Kindle.
I adore gadgets and technology and I am also an avid reader, therefore you would expect me to be at the front of the Kindle queue. It has everything:
E-ink screen so it can be read even in bright sunshine
It’s compact so easy to carry around
Instant access to thousands of titles
Fast downloads
Fast page turning
Long battery life
It’s got everything really, so why haven’t I rushed out and bought one yet?
Well, basically a book is more than just a story. Granted, they have a lot of things going against them:
They take up a lot of room
The go soggy when you read in the bath
Storage is an issue (if you’re like me and can’t bear to be parted from them)
They don’t easily fit into a small handbag
And yet, despite all of that, for me there’s no substitution for the smell of a book, the feel of its pages and the sense of being privy to someone’s innermost thoughts.
I find in exciting holding a book. I become totally immersed in its words. So no matter what Amazon says technology will never (for me) replace a book.
Having said that I have openly and willingly embraced my iPod and music downloads so you never know, given time I may still convert.