Let’s pretend for a moment that you manufacture dog toys. And not just any dog toys. The world’s best dog toys.
There are no other dog toys that compare. They’re indestructible, interactive and made with all-natural materials. To top it off, your company donates to rescue organizations every time one is sold.
Now let’s say that you put all that in your copy. Since you have the world’s greatest dog toy with all these amazing features, they should practically sell themselves, right?
The single biggest mistake that companies make in their sales copy is forgetting that all the customer really wants to know is…
What’s in it for me?
I hate to be blunt but they really don’t care about you or your business. Customers only care about how your product or service makes their lives better in a direct and specific way.
They want to know:
- Will it save me money?
- Will it make me happier?
- Will it make me (or my dog) healthier?
- Will it make my life easier?
- Will it make me feel good?
When creating your copy, answer those questions for them in a concrete way.
Don’t just write about the toy being indestructible.
Instead, explain how its durability will save them money since they’ll be buying fewer toys.
Don’t just tell them it’s made from all-natural materials.
Instead, put their mind at ease by emphasizing that it’s safe for their dog to chew on.
Don’t put the emphasis on your company making a donation.
Instead, make them feel good that they’re helping save homeless animals.
By showing your customers that you understand what they really want, you can create an emotional connection between them and your business. And by doing so, you’ll generate loyalty (and sales!) in a way that just competing on features and price won’t.
Your turn: How does your product or service make your customers’ lives better? Tell me in the comments!
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