For a lot of people, when talking or writing about their business, it comes naturally to explain the features of their product or service. Unfortunately, this approach doesn’t really let you stand out, as it is likely that in reality, the features of your product are pretty similar to your competitors.
However, you can differentiate from the pack by writing web copy that explains the problems that your product or service can solve and outlining the benefits that you offer. Popular benefits to promote are “save time” and “save money”.
It’s OK to include a list of features, but expand on it by letting your potential clients know “What’s In It For Me?”.
Read the two versions of the web copy below.
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Which version was more likely to encouage you to sign up?
Hopefully the second one 🙂 The first version is all about me and details of what is in the newsletter. Whereas the second version is about you, and “what’s in it for you” in terms of how the newsletter will benefit you.
You can also follow this principal when introducing yourself at a networking event. Too often, when people only have a brief period of time to capture the audience’s attention, they talk about what their business does, rather than the benefits of doing business with them.
For example, the owner of a printing company might say:
“We can print brochures, business cards, stationery and posters. We are located at 5 Brown Street. Our opening hours are 9am to 9pm.”
Or he or she could focus on the benefits of working with their company:
“Print Company X produces high quality brochures, business cards, stationery and posters. Our fast, efficient delivery times mean you don’t have to stress about printing jobs that are urgent. For your convenience we’re open until 9pm each night and our office is easy to find, centrally location in 5 Brown Street with ample customer parking.”
Who would you rather do business with?
When you’re writing copy for the web, it really is all about “you”.
- Write down the features of your product or service.
- Then write down the problems you can help your customers solve
- Give your reader a reason to choose you over your competitor by detailing how you will solve their problems and listing the specific benefits of doing business with you.
- Once you’ve written your copy, take a fresh look a day or so later, and make sure it’s focussed on the reader and what’s in it for them, rather than just explaining the topic.
When writing web copy, if you’re using “you” and “your” more than “me” and “our”, then you’re on the right track.
Melinda aka Mel is a Premier Google Partner, AdWords & Analytics Consultant, Speaker and Trainer and co-owner of Click-Winning Content. Mel provides results-driven services to Australian businesses and is committed to never using an acronym without explaining it first. She also likes grand slam tennis, cracked pepper and Melbourne sunsets. Please connect at the links below.