It is Not What it is - It is What it Does - SCCMH Podcast 21 - a podcast by Sales Copywriting and Content Marketing Hacks
from 2019-06-03T20:38:08
What Does It Do?
This is Sales Copywriting GOLD here folks. Jim and Stew discuss a problem most of us have as entrepreneurs – actually selling our products / services incorrectly.
It’s Not What It IS… It’s What It DOES! When it comes to sales copywriting, one of the biggest mistakes people make is getting hung up on WHAT they sell. Not what your products or service actually DO for the people that buy them.
Hook and sell on emotion, easing of a problem with anything we sell. We all need to remember that people buy what you're selling based on the desires it satisfies or the problems it solves. As Jim references in the podcast, we don’t just sell tea, a book, or a drill, we sell products that help people ease their pain, solve their problems, or help them reach their goals and dreams. Never forget that.
TWO TIPS: First, before you ever start a copywriting, advertising, or email marketing session, begin by answering these three powerful questions.
1) What problem do you solve or desire do you satisfy?
2) Who do you solve the problem or satisfy the desire for?
3) How do you solve that problem or satisfy the desire?
By doing this, you’ll put the emphasis where it belongs: on the end result you offer. Most people focus on their product and the fact they want more sales (and FAIL miserably). I suggest you get clear on the result you provide, who you provide it for, and how your product makes it possible for them to get what they want.
Second, sit down and make a list.
List off at least 5 desires and 5 problems your product or service satisfies and solves for your target audience. Then, next to each of those items write out the EMOTION or emotionally charged outcome tied to solving that problem or satisfying that desire. Finally, next to the positive emotion, write out the emotion or emotionally charged outcome tied to NOT solving that problem or satisfying that desire. How will life feel if they don’t solve this or get this done?
Tying the emotion to both the positive and negative gives you incredible power in both your understanding of what you’re really selling AND in your ability to communicate in your sales copy.
Bottom line: STOP selling what your product or service IS and START selling what it DOES!
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