How do we write copy for our websites, whic attract our customers…… (this is THE ONE AREA THAT WILL WIN YOU BUSINESS)

Well we have defined our USP and now it is case of transferring the emotion of your product to your customer and persuading them to part with money in exchange for your offering (this could be THE most difficult task in your process).  The following learnings have been taken from John Carlton’s Simple Writing System to which I have subscribed.

I met John in San Diego in August 2009 at teh Paid for Life event.  At first I was a bit skeptical of his services and frankly him.  But then I did my research and this guy is teh best of the best, so I gave his stuff a go – learnt very quickly that he KNOWS his stuff and has helped some of the best names in teh world to sell their stuff.  So to Features and Benefits…

The exercise is to identify what the Features and Benefits of your product are…..

Features – these are physical attributes (features get YOU excited) – benefits – get THE PROSPECT excited

- static vs moving

- a pencil with a rubber

- what you do

Benefits are what the features deliver for the prospect (for example, the pencil with the eraser erases with no marks)

The benefits tap into their irrational fears or passions for which you have the solution.  Benefits cover the following aspects..

- Fast, Easy, Simple, Cheap

So the exercise is to list your features and benefits, but these have to be believable and aimed at the pains of your customer.

The next session is on bullets for the copy to get the message over.