“The art of effective copywriting is not to convince people of something they should know, but to ensure them that what they do know matters to you.”
— Me. I wrote that.
By this, I mean to say: Too many fall into the trap of expecting their marketing copy to convince an audience to buy from them, based on features and not on outcomes. The website messaging pitches the features…without connecting to benefits. The brochure brags about speed. Storage capacity. A variety of colors and finishes.
What if none of that matters to the prospective client or customer? What if, instead, the prospect cares first and foremost about their own pain, challenges or aspirations? Rule of thumb: If you’re leading with product features in your marketing copy, you’re talking right past the client or customer.
Show Me Where It Hurts
The best way to connect with customers is to demonstrate that you understand them. This is next to impossible if you haven’t taken the step of asking them what they truly value…what problems they need solving…why they are on the hunt for a new product, solution or service in the first place.
WHY>>HOW>>WHAT. That’s the quickest pathway to convert a website visitor to an interested prospect. Demonstrate that you understand what matters to them; show them how you help others relieve the pain or achieve the gain; and then lead them on a journey that helps them self-select the product or service in your warehouse.