Copywriting is tricky, especially for the entrepreneur or solopreneur who is new to business writing.
First off, let’s define copywriting because everyone in business has to write copy at some point. A copywriter is a person who writes the text of advertisements or publicity material. Think of sales pages, elevator speeches, landing pages, social media posts, blogs, website content.
You can hire someone to write your content for you, but I guarantee that there will be times that you will need to write also.
When we write or talk about our business and programs, the biggest mistake is to talk about features and not how it benefits our ideal client. This sounds like it is something that is easy to fix. However, it is not. If you are struggling with this, then know you are not alone!! You are with the many and the copywriters are the few. And not all copywriters do it well, either.
So, what am I talking about? Features are the nuts and bolts, the how-to, of your product or service.
One of my clients is a fitness instructor. She has been in the business for 25 years. When we began working with her, I asked her why people would come to her in a saturated market?
She excitedly listed many reasons why she is the best choice for her target market. Below are a couple she listed:
Although the items on the list are true and helpful, it does not speak directly to your ideal client where they would say “I need that”. It does not show how you are going to help then personally with their pain points. Here are benefits we discovered together:
As you can see, benefits tell the “so what”. They answer the question of “why do I care – what will it do for me”.
The pain points were:
See the difference? The benefits speak to your ideal clients and connect with their pain and show you as the solution. Check out my client Julie Beck’s website and feel the difference in her site versus other trainers.
Now, features are important also. However, they come into play after clients feel heard and have hope for a solution. Then they want to know more. They want to know if it can fit their schedule, why you are qualified to help, how much will it cost, etc.
The benefits pre-sell them, the features inform them, and the closing benefits motivate them to sign up on the spot.
Sounds easy, right? I wish. It is a process of researching, understanding the thoughts and emotions of your ideal client, and making sure you provide the right solution.
Since features come so easy to us, write down all the features you offer. Go ahead and write them all down, none are too small or insignificant.
Once you have that list, write why that feature would be important to your ideal client. Ask “so what” or “why do I care”.
But don’t stop there. Dig deeper to uncover the “why behind the why” and you’ll soon be crafting truly irresistible content that converts far better than you imagine.