Go Deep!
What’s the real reason that people buy your product or service? Because they recognize that your product or service is going to help them. It’s going to make their life easier, or will save them money, or let them rest a little easier in some way. And while your fancy website looks great, and is probably appreciated, the bottom line is that it’s not going to solve their issue.
One really good way to discover all of the benefits that your product or service has to offer is to write down
“Someone would want to buy my product or service because…”
now, just start to list the benefits. Like this.
“They can drop some weight”
“They can get healthier”
“They can look better in their clothes”
Finished? Ok, now take each of those benefits and DIG out THEIR benefits. Like this
“People buy my product so that they can lose weight”
“So they can look better”
“So they will be in better physical shape”
“So they can get more dates”.
Repeat the process again and again. Keep digging.
This is a great way to make sure you’ve uncovered as many benefits as possible that your target market is interested in. Don’t leave any out. You never know what a particular person is looking for.
In order for your ad or copy to be effective, you need to get into the head of your client or prospect. You need to enter the conversation that they’re already having in their mind. They need to know that finally, you’re offering them a solution!
Tags: Copywriting
