How Giffgaff Uses Sales Copy (and Innovative Thinking) to Cause Disruption

What problem do most startups face? Usually it’s resources to scale their business quickly.

Big businesses (however) don’t have difficulty issues with scale. Where big businesses have difficulty is being agile.

And here we come full circle, as startups are incredibly agile.

Giffgaff is an example of a company which has both scale and agility. Giffgaff is a mobile virtual network operator which uses O2’s network in the UK and are owned by Telefonica.

Giffgaff are doing some really interesting things with their sales copy which I wanted to share with you. Equally important, they’re also using an interesting approach to building a community, which we’ll look at as well.

First, a Look At Their Sales Copy

Giffgaff uses their sales copy to grab attention and deliver a message to their target audience that they’re different.

Have a look:

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There’s all kinds of great stuff in this sales copy.

The tone is informal and feels like they’re speaking directly to you. They use an unconventional approach with their headline to get your attention, and they pique your interest by challenging ‘the old way’ telecom companies would hook in their customers with 2-year contracts.

As you scroll down their page, they continue to focus on you, and they always ensure you’re not very far from a call to action button:

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They present simple options to the customer (reducing the paradox of choice), outlining easy steps for them to follow. They even include bonuses, which are a great way to sweeten a call to action.

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Next, they move onto highlighting some benefits and showing the value to the customer.

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When you look at these, think about how they contrast with the mobile provider you use.

Most mobile providers inundate you with so much information that it becomes difficult to digest any of it, nor is it clear what they want you to do.

Now we move onto an interesting section on their site, where they explain one of their big differentiators.

This is all about their community. How they help each other, and how they get rewards for referring their friends.

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There are a number of interesting things about this approach, to building and using the community in this way.

First, many mobile operators view their customer support as a cost-centre. In their view, more customer support equals more cost, which means less profitability. Most mobile operators outsource and/or offshore this function, quality suffers, and customers get frustrated.

Giffgaff have challenged a belief which most companies have: that a customer support function needs to be provided by employees. They’ve questioned this boundary, and in doing so, have found a way to build a strong community who help one another and promote the service to others they know.

They not only compensate their community for supporting one another, they also use (and compensate) their community to generate new business referrals. Very clever.

Scrolling to the bottom of their website to the footer, they’ve included some social proof.

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What We Can Learn From Giffgaff’s Sales Copy & Strategy

The tone of Giffgaff’s sales copy is what really stands out. They speak to their customers the way they’d want to be spoken to. Putting them in control. Making them feel empowered and valued.

It also sounds informal, like a friend (who cares) is sharing information with you.  

Each section of their main page includes a call to action button. There’s always a reason they’re telling you something, and it’s always clear where they want you to go next.

Giffgaff also recognises the power of community and have organised a small army of people who are willing to help one another and encourage others to join their tribe. This is a brilliant move on Giffgaff’s part.  

My questions for you:

  • Are there elements of Giffgaff’s sales copy you could use in your business?
  • Would your customers appreciate being spoken to in a way that made them feel more empowered?
  • And more broadly, are there parts of your business you feel you’re supposed to do a certain way, which could be approached (and solved) in a completely new way?

If you enjoyed this post, please feel to share it, and I’d love to hear your thoughts.  

About The Author

Eric Moeller

Eric Moeller is the Managing Director of Copy Dojo, an agency which helps startups improve their sales copywriting to rapidly grow their business. He has two decades of experience in high tech marketing and product management. Eric has an MBA in marketing, and completed Seth Godin's altMBA in the summer of 2015.

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