ECOTALK’S REALLY SMART HERO SECTION

Chris Packham is something of a deity at DWG, so we've got a massive soft spot for Ecotalk. But this hero section is ridiculously clever without drawing any attention to just how clever it is. (Also, yes. Jack needs to charge his phone. He never does.)

What's really, really clever about this hero section is that it feels really rooted in an understanding of how our brains work. Because lots of brands think "oh, we just need to show people why they should choose us and they'll buy". And for impulse purchases, that's mostly the case. But when we're doing something like switching from one provider to another or changing a habit, our brains go into "well, hold on, what if it goes wrong?" mode. In fact, research by Kahneman and Tversky found that the pain of a potential loss is psychologically roughly twice as powerful as the pleasure of an equivalent gain. In other words, our brains create friction that stops us from buying. And if your customers can't find a reason to move past that friction, they'll "go away to think about it". We mean, switching mobile provider feels risky. What if the coverage is worse? What if it's a faff? What if I lose my number? Ecotalk know that those nagging little doubts will be doing more to stop people swapping than the sustainability mission is doing to persuade them. Which is why almost everything other than the headline is about minimising that risk. It's wicked smaht. So next time you're writing copy, don't just think "how can we sell the benefits of this?". Think about why a customer why not be buying. What little stories do they tell themselves about why now isn't the right time? Where's that friction? What details or doubts are creeping in? Write to that as well and you're onto a winner. PS. Here's a pro tip: go into your customer reviews and look for those nuggets where people say "I was skeptical" or "I didn't buy this for a long time because I thought..." or "I was worried". That's gold dust for writing copy that speaks to both sides of their brains.