Always remember compelling, powerful, motivational copy will anticipate the questions of a prospect and answer the question before the prospect even has time to worry about it.
Before you write a word of online or offline copy, start by tapping into your prospects' concerns: What do they need? What is keeping them up at night? How can your product or service make their life easier?
And most importantly...why should they choose your product or service over your competition?
If you can't answer all these questions, your campaign is bound to suffer. In direct marketing, you must anticipate your prospects' apprehensions and answer their questions. Once you have the answers, you're armed to craft great copy.
Here are 3 examples of sentences in which the prospects' questions are being answered:
- This fail-safe timing system is the most valuable investing tool you could own. Here's why it's so safe...
- Discover how you can stop throwing your money down the drain and start planning for a more secure future. You see, the way most people waste their retirement potential is...
- This researched nutrition plan is proven to give you more energy, help you lose unwanted fat and have you feeling better than you have in years. How does our plan do it?...
Answering questions is a strategy that sells everything from a warm winter coat to a Canadian stock to a high tech business-to-business IT solution.
The key is to know your audience and to speak directly to their worries.
Read through your current copy and put yourself in the mind of your prospect. Try to poke holes in your campaign. Don't be afraid to ask the tough questions.
If you need help crafting great copy that speaks to your prospects, give me a call at (310) 212-5727 or email me at inquire@cdmginc.com.
