7 Tips for Your Message Card Phrases | Print On Demand

Transcript

Okay, so let's get into the checklist. So first of all the phrase, I keep saying this over and over again, that it's the phrase that pays, if you can make them cry, they'll buy, right, you want to move people emotionally. So I've got a whole section in here where we start with the phrase because it's the most important piece.

All right, so you need to make sure that you're using the greeting card format. So the last thing you want to do is make a design that does not use the greeting card format. I actually have an example of that over here. So you can see here we have a design where it doesn't say to mom from my daughter, it just says "I'm lucky you are my mom." Right? So the phrases here, but it doesn't really have the two in the from it and you usually want to get that baked into the phrase that you're going to use. I believe I have another down here, that's kind of the same thing, says "everything I am is because of you." Obviously we kind of know that this is kind of a romantic thing. But it would be more personalized to the buyer. If it said something like to my wife, to my girlfriend to my fiance. This even could be like a to my boyfriend kind of thing, maybe not with the jewelry item, but the design itself. So you need to make sure you're using the greeting card format, where it's got the to and the from. You need to make sure it's niched down. Again, it's going to be a lot better if you do to mom, to my daughter, to my wife. I'm not saying that more general terms, like can't work like to my lover, or to my what are some other ones, to my soulmate, you know, those can work. But I think it's better if you can niche down and make it specific to the recipient.

Next, you want to make sure that the phrase moves people emotionally, okay, moves people emotionally. So I say if they cry they'll buy, it's the phrase that pays. You need to make sure the phrase really elicit strong emotion. One of the things that's wrong with these phrases here is like, there's some other things wrong with it. But one of the things that's wrong here, it doesn't elicit strong emotion. This is not the type of phrase it says I am lucky you are my mom, this is not the type of thing that's going to stop the scroll in Facebook, you know. If somebody's on their phone, they're screwing around, they're not thinking about buying something, maybe they're thinking about politics, or the argument they had, but whatever their grandmother, their kid, or whatever it is, and they're scrolling through Facebook, they're not in the buying mindset. You have to  reach out and slap people with your phrase. I mean, it needs to have that kind of emotional power and weight to it, and a phrase like this is just simply not going to have that. So you need to really make sure that the phrase is really dialed in from an emotional point of view. One example I kind of go to because most people have seen this phrase. Everybody seen that phrase that's usually on daughter gifts, where it's like, "you're braver than you seem stronger than you think smarter than you believe, and loved the more than you know," something like that, right? But it's like, it carries a lot of emotional weight. The the phrase itself has kind of got a little bit of a cadence to it, which kind of helps that have that emotional impact, you know, but that's kind of an example of what I'm talking about here. You need to make sure that it moves people emotionally. I spend tons and tons of time if you guys watch any of my videos, I spend tons and tons of my time talking about the phrase, tons of it, because it's the most important part of your entire product. The phrase can carry bad product and even bad marketing. Honestly, if that phrase is right, it hits with the audience, it resonates with them, and like it can carry you beyond a lot of other shortcomings. The phrase itself is the most important part.

Okay, so the next thing I look at is the phrase legible and easy to read on most mobile devices. So it needs to be short enough to be legible, and easily read on mobile devices. So if the phrase is too long, and I don't think I have an example of this, if the phrase is too long, keep in mind that to cram that phrase onto your message card, all the text, the font size, actually, as it gets smaller and smaller and smaller and smaller and smaller. And before long, you forget this, like 90% of your traffic on Facebook is mobile. They're not going to be able to read what is actually written on the phrase. So you need to make sure that your phrase is short enough that it's legible and easily read on mobile devices. However, you have to balance that because the phrase also needs to be long enough that it has maximum emotional impact. So what I mean is if you go too short, you won't have the emotional impact you want. So if we jump back over to this item here, you can see that it's a very short phrase, there's what six words, seven words in this entire phrase. It's a very short phrase, and the font size is big, but unfortunately, it's just lacking the emotional impact that you would need it to have, you'd need a different phrase probably altogether or this one would need to be a little bit longer. You kind of have the same thing going on here. Everything I am is because of you. You've got another seven word phrase here and it just does not have the emotional impact that it really needs to have. You need to, I can't stress this enough. You've got to stop, you have to stop the scroll, and then impact somebody emotionally to the point they're like, I've got to have this, I got to go buy this right now. I saw in my product research this week, I was looking through, I can't remember if I was using a spy tool or what but I found somebody jewelry item in one of the comments on the ad was, from a dad. And it said something like, I see very few things on Facebook, where I stop, and I just go, I have got to have this. But this was one of them. And it was one of ShineOn's necklaces. Now, it was the power of the phrase, I promise you, it was the phrase, it wasn't a shiny little thing, infront of the phrase, it was the phrase itself that caused this individual to go, I've got to stop what I'm doing and buy this for my daughter.

Does that make sense to everybody? so far? Let's have some questions in the chat. Any questions?

Should the phrase be shown in the ad image and or copy? Well, it should certainly be in the ad image because your ad image should actually contain a picture of the jewelry. So like, for example, what you're looking at here, this is kind of one of the ad images you should be running on Facebook, right? Where it's got the phrase, it's really close up on the phrase. And it also shows the jewelry item, this is the kind of thing you want to be running on Facebook. So the answer to your question is yes, it should be in the ad image. Now, should it be in the ad copy? I would recommend experimenting with this. I've done both before. Usually, when I'm testing, I don't put it in the ad copy. When I'm scaling, and I'm trying to really dial in my ad copy to what's going to work the best, I'll sometimes put it in there and experiment. One thing I typically do is add the phrase to the product copy on the product page. And I actually get to that in the checklist here in a little bit.

What was the phrase that the dad stopped by? Unfortunately, I cannot tell you that. Nice try though.

Do you make the jewelry as big as possible in your ads? No, I make the phrase as big as possible. So like, here's the thing. I want people to know what they're buying. Okay, so I try to make the phrase as large as I can, while at the same time making sure that people are still going to know what they're buying. So I try to make sure that at least the edges of the gift box are still kind of in it, kind of like this image here. I actually really love this particular image for my ads.

Alright, let's see what else, using custom names is against the Facebook's ad policy? No, it isn't. But what is against Facebook's ad policy is like calling out specific individuals. So like you just kind of you got to be careful. My recommendation is rather than run a phrase like this that says like to Emma from john or whatever, you can still put Emma and john in the image. But draw some like arrows like superimpose some arrows over it that say like personalize it, so that people know they're not being singled out. And that it's actually the item itself that's personalized. Or else, if you're Emma and you see a product come through your feed that's like to Emma, it might startle you a little bit. Facebook actually added this policy because I remember this was back in like 2013 or something like that. Somebody thought it'd be funny to run some ads to a roommate of his who it was their birthday. So he went into Facebook, and he did all this ultra targeting on it, finding people that had birthdays and really narrowed down the location targeting. Then, the ad was like to john or whatever Happy Birthday from your buds, Dave, Cliff, and Sam or whatever. Anyways, it became this big thing and like blew up on the internet and stuff like that. And Facebook changed your policy afterwards.

All right, let's go. Do you get your phrases from the internet? Or do you outsource them? Mostly, I get them from the internet and my own imagination. That's not to say I'm creating a lot of my own phrases. But what I'll do is I'll kind of get the 60%, 70%, 80% from a phrase that I found through product research or whatever. And then I'll add to it kind of like flesh it out. Another thing that I do is I'll do what I call phrase stacking. We're all basically Frankenstein phrases together, maybe I should call that Franken phrases. But I Frankenstein phrases together. So I'll take what I think works out of one phrase and this phrase and this phrase, I just kind of it's like a cafeteria buffet line almost. And I just smashed them all together in a way that I think will work. And I try that as well.

What about the products that don't have a card like the horizontal bar necklace? What do you recommend? You can still create ads that say like, you know, personalize this or whatever and show the product in use, and that will help get sales. So there's still plenty that you can do here.

All right, let's keep going. Okay, back over here. Okay. Next up in phrases, you need to make sure it has no spelling errors, and it's grammatically correct. So let's go over here real quick. This may seem obvious, but I'm telling you, it can happen. So look at this product here. So actually, there's a lot I like about this product. I actually think it's headed the right direction. However, let's read the phrase, together out loud, "to my beautiful wife, meeting you was faith, becoming your friend was a choice but falling in love with you is beyond my control. I love you forever and always." So in terms of the phrase itself, because I know what this individual was trying to say. I kind of like it, I mean, it's worth a shot anyway, I don't know if it would take off and be super hot and like kind of catch viral, but it would still be pretty good. Does anybody spot the spelling error? Kathy says faith. Yep, Samarra says faith. Facebook user says faith says fate, actually. But yeah, I get what you're trying to say. Fate, not faith. Yep. That is right. So the problem here is that it should say meeting you was fate, right. And it says meeting you was faith. Now here's the thing, someone may still buy this, because they made like, your brain will kind of it will kind of jump over some of your mistakes a little bit. They may still buy this, but I promise when they receive it, like what they think they bought, versus what they receive will likely be two different things. Because they'll go well, this has a spelling error in it. When I read it, it didn't have a spelling error in it. Right. So anyway, make sure you proofread your products.

I got another one to show you. Speaking of proofreading, down here. Now I want to be careful on this one. Because there's there's quite a bit wrong with this. But I want to keep this this needs to be constructive. So guys, if you're going to make comments and feedback about any of these designs, keep it professional, keep it business minded. Let's help each other out here. So this is another strong reason you need to like really proofread and make sure you don't have any grammatical errors. And also, guys, if English is not your native language, I strongly recommend trying to find somebody even in the ShineOn community that you can like run your phrases pass real quick before you upload them, because sometimes you don't realize it but like American English is a little different than even European English. Especially, in countries where English is not the first language, there can be some phrases and some idioms that you use that don't make sense to our ears. So if you're going to be marketing primarily in the US, you need to make sure that the language is going to be common enough that everybody understands. So highly recommend, try to buddy up with somebody in the shine on group in the community, they can kind of proofread some of your phrases for you before you go live. So let's talk about this. So this phrase says "maybe my love for you is unexpressed and unseen, but never forget that you are the heart of mine, just walking out into this world." Okay, so this is really kind of an English problem, I think. So I don't think there's any spelling issues here. But we definitely have some like weird grammar stuff going on. We have some sentence fragments here that just kind of hanging out there on their own don't make tons of sense. I think really what the problem is, it's an English kind of, kind of problem here. So "maybe my love for you is unexpressed and unseen. But never forget that you are the heart of mine." That's not really a phrase or an idiom that makes a lot of sense to my ears anyway. Being a native English speaker, you know, born or raised in the United States, just walking out into the world. That's a kind of a strange sentence fragment and I'm not even sure really what that means. So just want to reiterate, you really need to make sure that you're proofreading your phrases, make sure that are grammatically correct. If English is not your primary language, try to buddy up with somebody in the shine on group who can help kind of proofread some of your stuff before you test it. Because I will tell you to, unfortunately, whoever that was probably ran ads, spend some money that they worked really hard for trying to sell that and it probably completely flopped. And they're probably scratching their heads going,  why didn't this work? You know, I'm doing I'm following all the steps. And this is kind of what it comes down to.

Okay. All right. Then finally, use fonts that are easy to read. So the example I've come to over here multiple times, look at this font, that is just an incredibly difficult font to read.  First of all, it's like a cursive font, but it's all in caps. I don't know that I'm super opposed to using cursive fonts, I do think you need to be careful because you need to make sure things are legible. However, like putting them all in caps like that, where all the letters are kind of touching each other and stuff it just it is just it's very difficult on the eyes. So you need to make sure that you keep your fonts easy to read.

Alright, so that's going to wrap up phrase any questions on phrase we'll move in the next section. Never capitalize with script fonts. I agree with you one hundred percent.

Printerlife says they need proofreading. If anybody would like to buddy up with her reach out to her send her a private message and buddy up. Let's help each other conquer Q4. Believe me guys, the pie is big enough that we can all win. It's like a high tide rises all boats. The pie is it's huge. It's huge. We are not really competing against each other. Our major competitors honestly, are like Amazon, Etsy, like other big major corporations, people going out to like an actual jewelry store. Those are our competitors. We are not really competing against each other. So help each other out. We will all win if we help each other out. So if anybody who wants to help printerlifearg, please feel free to reach out.

Okay. Gwyn says it's hard to read. Yes. 100%.

What fonts and font sizes? Do you recommend? Well, I I use different fonts. So I don't want to recommend a specific font, I usually use a I think they're Sans Serif fonts. So fonts like this up here, where I don't know what even call that. So it's like sans serif, verse serif. There. So I typically use, let me make this bigger for you. I will typically use fonts that are like this. Not always, but I try to kind of default to that is a rule, just because they're easy to read. They're easy on the eyes. Sometimes I capitalize my phrases just because when phrases or capital you don't get like Is and Ls mixed up, for example. But keep in mind, this is not like, I break this rule all the time. I don't do this 100% of the time, I'm just saying I kind of default to this, when I don't really know what else to do. Having a really nice serif font depending on the design and stuff can kind of lift the design, it's fairly easy to read. I tend to stay away from cursive. I don't use like those script fonts too often. I'm not saying I never do, but I tend to stay away from it because it's very, very easy to kind of fudge your whole design if you're not careful. Okay, here we go. Adrian's got some font suggestions, Lotto, Railway, Roboto and Ariel.