Most Businesses make this unfortunate Copywriting Mistake all the time
written by john c ashworth
I'm working my way through a copywriting course online and it's jammed with golden nuggets full of potential for both you and I. I'm sharing as many of them as possible along the way here.
This one is very important because I do see MOST businesses making this mistake. And right now, while we’re all adjusting to new and unfortunate realities associated with COVID-19 as we continue to sell our wares, this idea is even more poignant and important. Vital.
ALWAYS start with the prospect in mind.
ALWAYS startwith their needs, concerns, fears, problems, and desires. ALWAYS.
Why?
Because yes, features are cool, but as you potential customer what I really need to know is how you will fulfill on your big promise to solve my problem(s). And you can't do that unless you're focused on the benefits I will accrue by investing in your solution.
You do have a legitimate solution, don't you?
You are an invaluable resource for your customers and prospects aren’t you?
You do provide unmatched expertise and a unique and unbeatable flavor don’t you?
Because if you don't, and you're finding it difficult to fulfill on this idea, then it might be time to go back to the drawing board again and make sure you've built something of real and lasting value to your prospects and customers; and that you're offering something that truly has the potential to solve their problems and make their lives and businesses better than they were before.
You MUST work to persuade someone to choose your stuff over all the other stuff that's out there; and not only that, but also convince your potential buyer not to just do nothing at all. Once again, right now, as we adjust to the realities presented us with the arrival of COVID-19, this last point is more important than ever. Because in times like this, the same old thing is even less effective than before.
That's your BIG challenge every day in your business. That you must continually position your solution as THE choice over all other choices, including the choice to just do NOTHING.
In order to do this, you MUST stay focused on the buyer of your stuff. Because if you don't and you begin to drone on about your boring features that I have no quick and efficient way of positioning correctly in my mind of desires, I will get bored and walk away from you. I might even run! Or worse, I might just become indifferent to you and your business and your products and services, because you have not given me any reason to pay attention to you.
Remember, your goal is to help a prospect make a buying decision. To help him solve a problem or achieve a goal. People do love to buy things. I know I certainly do, but they won't just do it unless you give them a lot of good emotional reasons to do so.
Focus on making people feel good. Think about how you feel when a business does this for you. It's amazing how much easier this makes it to open your wallet and part with your hard-earned cash.
Focus on your prospects' emotions - the good ones and the bad ones. Great sales copywriters know how to do this very very well.
Learn to stimulate desire without drawing attention to yourself and your business. This is an art that takes great care and practice and when you really begin to understand it and produce marketing and sales systems that become an extension of this idea, you will really begin to see your sales soar.
"Invisible threads are the strongest ties."
-Frederick Nietzsche
I'm going to leave you now with two important ideas and a great list that will help keep you focused the next time you sit down to write or re-write copy for your emails, website, and sales letters if you have them. Which, by the way, you should be thinking about a lot right now so that you can communicate as effectively as possible during this extremely challenging and cathartic time for the entire world.
I will cover these ideas in more and more detail as time goes on…
"Charismatic Flair"
This one is just worth a mention real quick because I could probably start an entirely new blog focused on this subject alone. You can get more people to buy from you when you cultivate more of your charm in all of your messaging. Most businesses and salespeople hold too much of this back when in fact it is often MORE of the reason someone will buy from you than any other reason; and the source from which you will often first gain your prospects’ attention.
Second, here is a short list that will help keep you focused the next time you sit down to write…which again, you should be thinking a lot about right now so that your company’s messaging doesn’t seem out of touch with our current reality.
Follow this copywriting formula EVERY time your write ANYTHING…
- Get attention with a great headline
- Identify the reader's problems
- Position the product as the solution
- Prove the value of your solution versus others
- Call for action - make them an offer
Good luck out there!
-John
PS Happy St. Patrick's Day!
