When they're seeking computer repair but get a copywriter, instead

Hey there - Over the last few weeks, I’ve gotten more phone calls than I can reasonably keep track of from random numbers originating in a suburb of NY. All of these calls are from people looking for computer repair. It’s lead to a plethora of inquiring and sometimes desperate voicemails like: “I’m standing outside and wondering when you open? I have an 8:30 meeting and my laptop was supposed to be ready!” It’s a weird feeling, knowing I’m inadvertently letting so many people down simply because of a misprinted phone number somewhere. (It’s not the first time. Last time, the misprint was on an ad for a back pain center — those voicemails were much more emotional.) While I’m fielding some of these phone calls and telling them they’ve got the wrong number (so that they can hopefully go find the right one), I can’t help but wish these people weren’t led astray in the first place. [Schitt's Creek GIF: Joslyn looking lost] ​ Unfortunately, misprinted number or not, we unintentionally mislead people all of the time. And it often comes down to something quite simple: Setting the right expectations. People are calling my number right now expecting a computer repair shop in upstate NY. When they do get an answer, they’re getting a Boston-based copywriter who tends to sound like a 14-year old on the phone. Cue the instant dissatisfaction. That is not the feeling you want when people visit your website, land on your sales page, or read your emails. The good news is, setting expectations doesn’t have to be hard. Here are 3 places to start: 1 - Aim for message match: Where are your people coming from before they hit your website, sales page, or email? Did they search on Google; see an ad; watch a video; hear you on a podcast? No matter the method, aim to achieve message match — where your tone, personality, and message align between where they came from and where they landed. 2 - Get specific: I’ll be the first to say I’m not the copywriter for everyone. There’s a lot I don’t do — but my visitors won’t know that unless I get specific and tell them. What that looks like: Getting specific that I’m a certified conversion copywriter who helps course and membership creators attract, convert, and retain students and members with empathy-based copy that connects + calls their people to action. 3 - Talk in your customer’s language: If you’ve done your voice of customer research and are using language your clients/customers would use, your readers will be able to self-select if it doesn’t resonate with them. And when it does resonate with them, their expectations won’t just be matched; they’ll be exceeded. Setting expectations isn’t foolproof in never misleading people — people are pretty good at surprising us no matter how hard we try. But let’s do the best we can to get them to the right place on the first try, for their good and yours. After all, the last thing you need to be doing is fielding phone calls, emails, and inquiries from people who aren’t going to buy from you, anyway. 🙃 Until next time, be kind + look up (it's a full moon tonight!) - Sara ​ Ready to call it quits? [Click this link]( to remove yourself from all communications. (No hard feelings.) If you'd like to opt-out of specific content, just hit reply + let me know. I’ll get you sorted, ASAP. | SFS HQ: Oxford Street, Cambridge, MA 02140