Dig Baby, Dig!
What’s the real reason that people purchase your product or service? Because they recognize that your product or service is going to help them. It’s going to make their life easier, or will save them money, or let them rest a little easier in some way. And while your fancy website looks great, and is probably appreciated, the bottom line is that it’s not going to solve their issue.
The best way to find all the possible benefits of your product or service is to sit down and write
“Someone would want to buy my product or service because…”
then, start listing the benefits. Here’s a sample.
“They will lose weight”
“They will feel healthier”
“They can look superior in their clothes”
Completed? Ok, now take each of those benefits and DIG out THEIR benefits. Like this
“People purchase my product so they will lose weight”
“So they can look better”
“So they’ll be in better physical shape”
“So they get asked out more”
Just keep repeating this process, keep digging.
This is a great way to make sure you’ve uncovered as many benefits as possible that your target market is interested in. Don’t leave any out. You never know what a particular person is looking for.
In order for your ad or copy to be effective, you need to get into the head of your client or prospect. You need to enter the conversation that they’re already having in their mind. They need to know that finally, you’re offering them a solution!
There is a popular ad on TV recently showing people carrying around a big orange number - apparently to represent the amount of money that particular person has to have saved in order to retire with the same kind of...