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“What’s in it for me?”
This is the question every one of your customers is asking when they’re reading about a product or service. Ultimately, they want to know; “Will it make my life easier, or more exciting, or more interesting, or more rewarding?” Writing persuasive copy is simply a matter of answering at least one of those questions in the affirmative—and telling them how.
Before you type a single letter, you need to know your audience. After all, every benefit isn’t a benefit for everybody. If you’ve followed marketings best practices, you got to know your ideal customer before you established your e-commerce site. Having done so will tell you what is likely to motivate them.
Let’s say you’re running a cosmetics site for young professional women. Your approach should be different than if you’re targeting teens when you’re considering how to sell makeup to them. A professional woman has a different perspective and different needs.
To be persuasive, you must address a key need while appealing to the reader’s mindset as you answer the following four questions: What It Is, how they’ll benefit, why you’re qualified to provide it and where they can get it.
What It Is…
Always lead with the result, giving them just enough information to let them know it addresses a need they have. You’ve already researched your audience and targeted the delivery of the message, so you know you’re talking to women for whom a bundle containing; “Everything you need to create a look that will take you from workday into the evening with a few very simple moves,” will hold some appeal.
How They’ll Benefit…
A lot of people fall into the trap of touting features without associating tangible benefits. This practice always leaves the reader going; “Yeah, so?”
Rather than just reciting features, tell them how their life is going to be better.
“You’re working in a professional environment all day, but you have an evening life too. These three products will help you transform your look from day to evening very easily—and you’ll look like a professional makeup artist did your face.”
Then list a few key features, coupling each with its benefit.
Why You’re Qualified to Provide it…
Here’s where you tell them how you’ve consulted with leading fashion industry makeup artists who must transform the faces of models every day. More than that though, they often have to accomplish as many as five different looks over the course of a day—with impatient photographers standing by waiting for those changes to happen.
Drawing from the lessons those experts learned working under fire, you developed this bundle so your reader can transform their day look into an evening look—with minimal effort. When they do, they’ll be more alluring, more confident and “wow” everyone they meet.
Where They Can Get it…
Also known as the call to action, this is when you tell them exactly what they have to do to own it.
Be very specific and give them a compelling reason to act at that very moment.
For example, they will miss out on something cool they can also get—for free.
“Here’s your opportunity to take advantage of the secrets professional makeup artists are using on some of the most beautiful faces in the world. Be one of the first 200 people to get it now and you will also get (fill in the blank) FREE. Click Here.”
Writing persuasive copy is all about knowing to whom you’re speaking, telling them what it is, touting the benefits they’ll receive, demonstrating you’re the one to get it to them and giving them a compelling reason to take it—right now.
6/28/18 It has been very hard to watch all of the scary movies we bought for vacation. Mixed ages and tastes not to mention our schedule has made it almost impossible. At least we made it through all the SAW movies except the last one!
Krystle Cook – the creator of Home Jobs by MOM – put her psychology degree on a shelf and dived into a pile of diapers and dishes instead. She is a wife and mother to two rambunctious boys, sweating it out in her Texas hometown. She loves cooking, DIY home projects, and family fun activities.