When a prospect reads your ad, letter, brochure, etc., the one thing he will be wondering from the start is: “what’s in it for me?”
And if your copy doesn’t tell him, it’ll be deleted or thrown away in seconds.
A lot of advertisers make this mistake. They focus on themselves as a company. How long they’ve been in business, who their biggest customers are, how they’ve spent ten years of research and millions of dollars on developing this product, blah, blah.
Actually, those points are important. But they should be expressed in a way that matters to your potential customer. Remember, once he’s deleted or discarded your ad, the sale is lost!
When writing your copy, it helps to think of it as writing a letter to an old friend. In fact, I often picture a friend of mine who most closely fits my prospect’s profile. What would I say to convince this friend to try my product? How would I target my friend’s objections and beliefs to help my cause?
When you’re writing to a friend, you’ll use the pronouns “I” and “you.” When trying to convince your friend, you might say: “Look, I know you think you’ve tried every widget out there. But you should know that…”
So, stop focusing on you and your company and think about what benefit your customers get from buying from you.
This article is courtesy of PLR content that by the time it reached me had lost the author’s name. If anyone knows who originally wrote this, please let me know and I’ll attribute it.