Welcome to the second part of this mini series on "More Effective Copywriting". The essence of this chapter is to drive home the simple truth and value of focusing on our prospects and visitors, not ourselves!
When a prospect reads your ad, letter, brochure, etc., the one thing she / he will be wondering from the start is: "what's in it for me?"
And if your copy doesn't tell them, it'll land in the trash faster than you can believe.
A lot of advertisers make this mistake.
They focus on themselves as a company or worse, as an expert. How long they've been in business, who their biggest customers are, how they've spent ten years of research and millions of dollars on developing this product, or that product ad nauseum.
Actually, those points are extremely important. But they should be expressed in a way that matters to your potential customer. They should also be expressed at the RIGHT time. Remember, once he or she has thrown it in the garbage, you are forgotten and the sale is lost!
When writing your copy, it helps to think of it as writing a letter to an old friend. In fact, I often picture a friend of mine who most closely fits my prospect's profile. What would I say to convince this friend to try my product? How would I target my friend's objections and beliefs to help my cause?
When you're writing to a friend, you'll use the pronouns "I" and "you." When trying to convince your friend, you might say: "Look, I know you think you've tried every widget out there. But you should know that…"
And it goes beyond just writing in the second person. That is, addressing your prospect as "you" within the copy. The fact of the matter is there are many successful ads that weren't written in the second person. Some are written in the first person perspective, where the writer uses "I." Other times the third person is used, with "she," "he," and "them."
And even if you do write in the second person, it doesn't necessarily mean your copy is about them.
For example:
"As a real estate agent, you can take comfort in the fact that I've sold over 10,000 homes and mastered the tricks of the trade"
Although you're writing in the second person, you're really still focusing on yourself.
So how can you focus on them?
Glad you asked.
One way is to make sure you read the next chapter entitled:
How To Emphasize The Benefits Not The Features coming real soon!
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Apart from this article on Focus On Propsects, there are a number of other marketing articles to help you
determine which strategies and tactics are suited to you and your online business.
Go back to Your Affiliate Coach Article Page and select
the article series you need the most.
