Whether you’re a website owner, run a small or medium-size business, sell on eBay, specialise in SEO (search engine optimisation) or are simply looking for fresh inspiration as a copywriter, you will at some stage need to write sales copy in some form or other.
A good sales copywriter produces copy that turns marketing investment into profits; but only once you accept that your product or service is MUCH less important than its ability to fulfil the needs of your audience.
Features? Technical details? Date of incorporation? Number of staff? Forget it.
A good copywriter knows that it’s all about benefits, benefits, benefits. The sizzle. The “what’s in it for me?”
You need your audience to commit at least a short amount of time to taking in your message, let alone acting upon it. Whether you want to:
- Communicate a special offer
- Raise brand awareness
- Inspire more sales
- Win new subscribers
- Retain subscribers for longer
- Share information
- Generate inquiries
- Generate leads
Why should anyone spend their precious time reading your article, your ad or webpage? What are their motivations, needs, passions or problems that need solving? They will all subconsciously be asking themselves “what’s in it for me?”. Make your copy count. Make it matter.
Show clearly how your product or service will make the lives of your audience easier, make them feel better, help save them time, help save money, get the girl, look the best, be the smartest etc. Highlight the features, benefits, and differences of your product or service and be clear and specific in describing how your target audience’s lives will improve.
‘What’s in it for me?” copy cuts to the chase. We make “what’s in it for me” calculations all the time. Even the most altruistic of people select paths of preference based on potential benefits.
Painful as it is to admit, we’re all to a large extent self-interested creatures at heart. Wise, successful- and generous – copywriters accept this and use this knowledge to inform their writing.