Today I am going to reveal what most business owners fail to do when copywriting and why failing to do this will almost always stop you from making the money you desire.
People come to me all the time and say, “Stephanie, I have 10,000 people on my email list and everyone says I’m great. Yet, when I send out an offer, all I hear are crickets. What am I doing wrong?”
I take a look at what they wrote, or what another copywriter wrote, and a common problem I find is what I call a lack of a “YOU focus.”
Most people do not care how many degrees you have, how many celebrity endorsements you have, or who you have worked for.
Selling a product or a service is NOT like applying for a job.
Repeat, selling a product or a service is NOT like applying for a job.
Why?
Because when you’re applying for a job, someone has already DECIDED the position is needed. They have allotted the money for that position. They are ready to buy, so to speak. Now, you have to prove that you are the best candidate for the position. So, in these situations, you can focus more on who you are and the credentials you have.
When you’re trying to sell a product or service, most of the time your potential client does not really know what they need. They might think they need something like a copywriting service or a package of massages. But they don’t necessarily want to part with their money. Their decision has not been made.
So, you need to focus on what YOU can deliver to your client.
Let’s do two WHAT and two WHY questions for this.
- What problem can you solve for them?
- What results can you bring them?
- Why this product or service?
- Why now?
If you can’t answer these questions in your sales page, email blast, or mailed brochure, and use a “YOU” focus while you’re at it, you’re going to make few, if any sales at all.
However, just taking a few moments to think about this can do wonders for your business.
To learn more about how to improve your copywriting, check out my free eBook 3 Little Known Secrets to Create Words That Sell.
