How To Write Successful Headlines, Copy And Subject Lines With A Simple 2-Word Rule
Volumes of books, shelves full of tapes and CDs, hours and hours of webinars...all on the subject of drilling down to the benefit of your offer.
Why so much hoopla over nailing the benefit? One of the top reasons people don't buy is because they don't understand your product or offer and/or they don't value it.
To turn that around, you have to go back to the principle taught in Magnetic Sponsoring: People don't go to Home Depot because they need a drill...they go because they need a hole.
Get caught up in touting the specs of the 'Hole-Pounder 1000 with 27 speeds and Ergo-Comfort Grip' and you won't make a sale.
Frame in your prospect's mind how easy it is to drill a hole in any surface, how round the hole will be, how smooth the edges will turn out, how quickly the project will be done and how easy it will be for them to be enjoying their new hole right away and they will not be able to resist.
Every buyer always has the same question: "What's in it for me?"
I have a 2-world rule to keep me out of the weeds when writing copy. I simply ask myself "So What?"
When you write a headline or subject line or a paragraph to tout your wares, ask yourself "so what?".
You will quickly sift the features (bad) from the benefits (good) of your message.
Benefits answer the question "What's in it for me?"
So take a broad-tipped marker and write "So What?" on a postie or 3X5 card and put it where you'll see it every time you sit to brainstorm copy and you'll avoid the #1 mistake made by amateur copy writers: Mistaking Features for Benefits.
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