Irresistible Copy with BUGS
You keep publicizing your work but your audience ignores you. Find out what BUGS stands for, why every offer needs it, and how it’ll have you crawling with buyers.
The right words in your marketing will get people to take action. The wrong words will get ignored. And that is very frustrating. In this post, we’ll talk about the right elements to incorporate into your marketing so that your audience will be inspired to act.
As a StoryBrand Certified Guide I’ve learned all about how the right words in a specific order can be very effective. When I read Alex Hormozi’s $100M Offers I was blown away by four simple elements he discusses when talking about your product or service. (He discusses other aspects of forming a product offering and pricing it, but I’ll just dive into the elements that are worthwhile when marketing your work.)
I came up with a pneumonic device to remember it: BUGS. Let’s break down what it means.
1. Bugs - Bonuses
This is the “but wait, there’s more” aspect to your offer. What else will your buyer get with what they’ve purchased? For example:
Come to our show! Every ticket includes a free drink!
Sign up for tap classes now and get a tote bag to carry your shoes
Pro Tip: You may be giving away bonuses and not even realize it. Can you take apart what you are currently offering and make a bonus out of something that is already included? You may think that it’s standard that any improv workshop would include a call ahead of time to learn about the group taking the class and their goals. It probably isn’t. So highlight what is special and extra in what you offer by making it into a bonus.
2. bUgs - Urgency
Urgency speaks to the timing involved. They work well because time could run out. For instance, I used to be in a show that performed every Thursday through Saturday night. For years. I would tell my friends all of the time they should come and check out the show, but there was always something going on and they didn’t come… until it was my last two weeks in the show. That’s when they all came to see me. Why? Because there was urgency. There was a reason to see the show because soon I wasn’t going to be in it anymore.
You can use urgency to your advantage too. Here are some examples from before, adding in urgency.
Come to our improv show! Every ticket includes a free drink! Extremely limited run!
Sign up for tap classes during our registration weekend kick off and get a free tote bag to carry your shoes.
Pro Tip: Only put urgency into play if there is actual urgency. No one likes those weird count down clocks on websites that are like, “This offer disappears tomorrow.” Does it? Why?
I have a specific date with StoryBrand where I have to let them know who is going to be in my small group for the StoryBrand Marketing Livestream. After that date, you can still attend the StoryBrand Marketing Livestream, you just won’t be placed in my arts-focused small group. So that is an actual, tangible reason for urgency. A countdown clock just feels like a slimy, manipulative marketing tactic.
3. buGs - Guarantees
Guarantees are a way to overcome objections because they reassure the buyer that they don’t have a lot to lose. Admittedly, this is a little trickier in the performing arts realm because your items are a higher ticket price then, say, a money back guarantee on a $10 box of cookies. But, let’s keep going with our examples from before.
Come to our improv show! Every ticket gets a free drink! Extremely limited run! Don’t love it? We’ll give you a free ticket to another performance.
Sign up for tap classes during our registration weekend kick off and get a free tote bag to carry your shoes. Classes aren’t for you? Cancel after the first two classes and get your money back.
Here is a list Hubspot put together of 8 Genuine Examples of a Customer Satisfaction Guarantee.
ProTip: Try to avoid guarantees that are going to eat into your bottom line.
4. bugS - Scarcity
Scarcity involves the amount you have to offer. This helps people to act because there aren’t a lot available. Let’s look at our examples:
Come to our improv show! Every ticket gets a free drink! Extremely limited run! Don’t love it? We’ll give you a free ticket to another performance. We’re social distancing, so less seats are available so get yours now!
Sign up for tap classes during our registration weekend kick off and get a free tote bag to carry your shoes. Classes aren’t for you? Cancel after the first two classes and get your money back. We keep classes small so every dancer gets personalized attention. Only 12 spots available per class. Sign up now!
Scarcity reminds people that there is only so much to go around. So they have to act now so they can take advantage of what you have to offer.
Using BUGS in Your Marketing
The examples above may look a little cumbersome when all four elements of BUGS are used in one paragraph, but can you see how spreading them out into a landing page for a website, or in an email campaign would motivate your audience to act?
If you want help marketing yourself, your project, or your business, Schedule an Intro Call with me. I’ll show you how to use BUGS so you’ll be crawling with new prospects.
