One of the big mistakes most marketers make is they don’t tell people what benefits the product is going to give them.
For example, they will go on and on about how they were “founded in 1976” and “devoted to “excellent customer service”.
But what the customer wants to know is: What’s In It For Me!
You see, there is an old saying that when you’re a marketer and are writing copy, you have to tune into the radio station “WIIFM”. Which stands for “What’s In It For Me!”
For one thing, you cannot let prospects assume the benefits they are going to get.
You have to explain to them what’s in it for them–what kind of benefits your product is going to get them and how their life is going to be better as a result.
One way to do this is to ask yourself, “So What?” or “Who Cares?” after each sentence of copy you write. This will force you to get after the deeper benefits of why your product/service is going to make your prospect’s life better.
Further, your copy should have more “you’s” than “I’s”. If you have a lot of “you’s” that means your copy is focused on the customer. If you have a lot of “I’s” it’s all about you, and your copy isn’t going to maintain your prospect’s attention!
Because I have bad new for you: the customer doesn’t care about you! The only reason she’s reading your sales letter is because she wants to know what’s in it for her.
Sure, you can have a story in your sales letter about your company or yourself, but it should be a brief anecdote.
So the next time you write copy, imagine your target customer is over your shoulder watching everything you write.
Also, try to get someone to read your sales letter that’s in your target market. If they read it and ask you, “Where do I get this?” then you know you’re on the right track!