As human beings, we’re a selfish bunch. We love to talk about ourselves. And if we’re in business, we love to talk about our business, our products or services.
And who can blame us? It’s what we love, it’s what we do.
The problem is, when it comes to advertising, the natural inclination of all businesses is to talk about themselves – their products or services – how great they are. This me-centered advertising approach is particularly bad on the internet because it’s so easy to put a website today – and do it badly.
So, here is the sad reality.
Nobody cares about your products or service
No matter how brilliant your products are, no matter how great your service is – nobody really cares!
As I said, human beings are a selfish bunch. And that applies to your prospective customers. They’re interested in themselves. “What’s in it for me?”
You’d better tell them that in your advertising. Otherwise you’re wasting your time and money.
Even after being a professional copywriter and web marketer for many years, I still fall into the trap of talking too much about myself in my marketing. But it’s a recipe for mediocre results (at best).
So here’s the No.1 copywriting secret
Find out what your prospective customers care about – what makes them “tick” – and give it to them.
Stop selling products or services and give people what they really want. Find out how it makes them feel and sell it like crazy to them.
I mean who buys creams to spread all over their faces? No one does. But people who look in the mirror and see wrinkles will buy something that promises to make them look younger.
So any smart advertiser sells “look younger” NOT cream!
With beauty creams, it’s pretty obvious. But the same principle applies to every other product or service you might be selling. Don’t sell the cream. Sell the results!
Apply this principle to your own business and you have the world’s No.1 copywriting secret in a nutshell.
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