O Spa asks – Why Write Better Content?

If you have been following along with O Spa’s previous posts, no doubt by now your health spa’s web site appears in great shape, resplendent with calls to action, superb photographs, and straightforward to navigate. Yay! But what about the narrative? The what? The narrative – all you are in fact expressing in written text. Copy, or article content (the things you talk about), matters. It matters very much.

All the same, what is considered “great copy” for just one particular person may well not satisfy the next person. One person’s meat is another person’s poison, as it were. Different customers respond differently to different styles of copy writing.

If you provide a service, then different consumers need completely different information and facts dependent on their personality. The secret would be to create a message that interests the whole set of different types of potential customers.

And so – let us turn our attention to these differing types.

Your Potential Clients – The Four Groups of People

As outlined by Bryan Eisenberg and Jeffrey Eisenberg (in “Call To Action” 2005, Wizard Academy Press), there are four essential character types; competing, spontaneous, humanistic and methodical.

1. The Competing: This kind of individual desires achievement.They are intention oriented persons, who would want to understand why your product or service will likely remedy their unique problem.

2. The Spontaneous: This particular person likes the individualized touch, and dislikes cold hard pieces of information. These choose to discover how your service would be the most suitable fit for his or her requirements. This guy craves endorsement. The course of action best used with one of these kinds is to supply assurances, warranties, and a focus on personalised service.

3. The Humanistic: The inventive sort, that love being able to help other people, along with socializing. They need to be told who else may have availed themselves of your service. They’ll value recommendations, assessments, and also the knowledge that other folks have already made use of your products with success.

4. The Methodical: These people respond best to accuracy and reliability. Specifics. Figures, research, methodology – these all play well to these people. They like plausible facts presented in fine detail with lots of descriptive text. Think ‘adjectives’.

Transforming Your Content

The Eisenberg Brothers present a powerful example of one paragraph that deals with all 4 kinds using three phrases. The square braces and numbers show the type of person being addressed by the clause.

“Our approach is personalised in order to satisfy your aims [*2]. The bottom line [*1] is that your own end results are assured [*1]. Look into our methodology [*4] to discover precisely how thousands of buyers like you have ended up being delighted with our service [*3].”

Just how can this translate into the health spa market?

This is a typical write up for a (fictitious) spa company. This has been taken from some actual content, though the wording has been judiciously revised by us at O Spa to safeguard the innocent

“O Spa Bros is all about offering you a home-from-home experience with luxurious pampering therapies and also the widest array of treatments in order to satisfy every one of your individual requirements. We place emphasis on high quality, on rejuvenation, rest, enjoyment and comfort. We’re very proud of emerging as the one health spa business to focus exclusively on what our clients enjoy about us – our inviting home-from-home experience.”

In order to reword this sales copy while tackling all four personality types, we could possibly write something like the example below (as before, square brackets and numbers specify the kind of person being targeted, and here (normal braces) are used to give some added clarification):

“5-Star Luxury, offered  to you within a welcoming home-from-home setting. Bliss, pure and simple. There is a reason why many of our valued clients revisit us at O Spa Bros repeatedly throughout the year. [*3] (calls out to client satisfaction)

Choose your all-time favourite therapies, and then maybe select something new from our expert suggestions to build your own personal therapy program [*2] (focuses on the ability to be very creative as well as a personalized break) guaranteeing your own personal stay with us is nothing short of perfect [*1] (underlines successful outcomes). No matter whether you are looking for a little relaxed ‘me-time’ away alone, or fancy spending some time with us together with your partner, or even possibly with a group of friends, you can rest assured that your personal experience is going to be exclusively unique for you yourself. [*2] (the personal touch)

We pledge [*3] (incorporates assurances) you will emerge feeling re-energized and satisfied [*1] (denotes achieving success) and definitely will want to return for more. [*3] (represents a focus upon consumer satisfaction) We are very proud to have become the only health club facility to focus entirely upon what valued clients truly cherish about us – our welcoming home-from-home atmosphere.” [*4] (details what really is exceptional about this services – brimming with descriptive adjectives)

So why go to the trouble of undertaking all this rework?

Well, your site is there to transform prospective customers into being true clients. Quite simply, enhanced copy will result in more conversions – in your case, more bookings for you health spa.

Optimized writing should also attract better search engine results positions (SERPs). Though, let’s leave that particular debate for a future O Spa post.