Dig Baby, Dig!
March 25, 2008
What’s the real reason that people buy your product or service? Because they see something that’s going to benefit them. That’s just the cold, hard truth. You might have a great logo, or website, but most people really don’t care. They don’t care that you’ve spent a fortune on signs, business cards and space ads even if that’s what attracted them to you to begin with. The bottom line is this: what you sell or offer is going to help them in some way. And they’ve recognized this.
The best way to find all the possible benefits of your product or service is to sit down and write
“One reason a person would buy my product or service is …”
then list the benefits. Here’s an example.
“They will lose weight”
“They will be in better health”
“They can fit into new clothes”
Finished? Ok, now take each of those benefits and DIG out THEIR benefits. Like this
“People buy my product so that they can lose weight”
“So they look better”
“So they’ll be in better shape”
“So they’ll have more dates”
Simply repeat this process over and over. Dig.
This is a great way to make sure you’ve uncovered as many benefits as possible that your target market is interested in. Don’t leave any out. You never know what a particular person is looking for.
Writing effective copy is all about getting into the “head” of your client or prospect, and knowing exactly what to say. They need to know that your product or service is the answer to exactly what they’ve been searching for.
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