If you’ve got a feeling that your web copy just isn’t connecting with your reader, then you could well be write (ha, see what I did there?).
Just as in any situation, the recipient of communication would much prefer to talk about themselves than anybody else. You may have spent a long time writing your About Us page, but if it just waffles about you, and doesn’t detail what might be in it for the reader, you’re not going to be very memorable.
Nobody wants to listen to people who just go on and on about themselves. The same is true when it comes to copywriting.
The secret to writing copy that connects is not writing about yourself. It’s to write about the reader. This is why it takes so long to reach the point of being able to write good copy. You truly have to know the reader very well and understand what they’re looking for from your products and services. It’s the reason why many copywriting projects start out with a study of who the reader is.
WIIFM – What’s In It For Me
The most effective copy comes from the WIIFM angle. It showcases ‘what’s in it for me’ from the perspective of the reader. They are full of doubt and scepticism and are looking for proof that they are going to get something good.
Connect at the Emotional Level
When looking at audiences, one of the steps is to get an understanding of the reader’s emotions. This is the level at which you need to connect to them. Although facts and data are all very nice, speaking to the reader about their dreams, feelings, desires and fears are going to be what swings the sale.
The copy isn’t about telling the reader all about what you do, it’s about telling them that you can help them. Whether it’s finding relief from their pain, or helping them to reach their dreams. Your copy needs to connect to what they want rather than what you want.
Benefits, Not Features
When you write about the features of your offer, then connect it to how it can make a positive change to the life of your reader. Your focus needs to be about that benefit rather than the feature.
For example, a weight loss app allows the user to stay on track with their weight loss so that they can feel better, look better and enjoy life more.
Being open 24 hours is a feature; the benefit is that you can buy what you want anytime you want it.
A website building platform’s user-friendly design makes it convenient. But more importantly, the user won’t feel like a bit of a dumbo who doesn’t know how to build a website.
The reader is always thinking ‘what’s in it for me?’. Your copywriting should answer this question, tell ing them why your offer is the one unique solution that will satisfy them.
Join my 5-day mini-course on copywriting to learn more about converting your copy for sales.
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