You’d be amazed how many times businesses fail to do this. It’s so simple; blindingly obvious.
In fact, you’ve been staring it in the face. A powerful technique guaranteed to keep your readers glued to every word.
What is it, do you think? Have you guessed yet? OK – a clue. Have you noticed I’ve used it five times already? (Six, now) It’s short… It’s powerful… It’s a word that never fails to attract attention.
Before all is revealed, you need a sprinkling of psychology, an ounce of common sense and a bucket load of simplicity before you read on. Ready?
Ditch the jargon, put all those awards/experience/qualifications to one side, and listen carefully.
Never fails to work… You’ll wonder how you ever managed without it. Now you’re wondering it’s that good, why haven’t you used it before?
All about you
Just this week, I stumbled across an online business selling what I was looking for. Because I’d not quite decided which product to buy, I read on.
Did I click the ‘add to cart’ link? No. Why not? Simple really. The very first word on the landing page was ‘we,’ followed by a long list of services that ‘we’ offer.
No mention of me, my needs, or what the product could do for me. It was all about the business. Left me cold…
Yes, but that’s what you do, I hear you cry. You need to tell the reader what you sell, or they’ll have no idea. This is true, of course…
Perhaps I’m being picky? After all, the business was reputable; they had exactly what I was looking for. But the missing ingredient put me off.
As a business, it’s natural to rattle off a list of everything you offer buyers. The trouble is, if you don’t write directly to the customer, including that magical ‘you’ word, you’ll fail.
There’s you thinking writing copy is easy. It’s not – as you need to understand human nature, psychology and how certain words trigger responses.
Give them what they want
It’s true. Your readers don’t care how long you’ve been running a business; in fact, they don’t initially care about ‘you’ at all. They do care about:
- What’s in it for them (benefits)
- How your product will make a difference to their lives
- Whether your service meets their needs
If copy doesn’t satisfy those deep desires, if you don’t offer a solution to their problem, prospects will look elsewhere. Fast!
Another easy strategy to check whether you are on the right lines, is to say ‘so what?’ If you write a feature and say ‘so what’ to yourself, it prompts you to find a reason for buying.
Try it… And if you haven’t found your USP yet, this is a great way of identifying it!
What can you do now?
- Test your copy. Is the focus on ‘we’ or ‘I’, rather than ‘you’ and ‘yours’ ? If so, shift the emphasis. Use five times many ‘you’ words to ‘we.’
- Do you just write about features of your business, without mentioning benefits to the reader? Adjust straight away. Promote the benefits first.
- If all this seems too much, ask a professional to write your copy. Another pair of eyes can pay dividends … and help you successfully market your business.
In the meantime, have a look at your sales copy and try the ‘you, our’ test. See how your copy compares to the 5:1 ratio. Good luck, and let me know how you get on.
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