Stop Being so Boring!
The offer is the product/service you’re selling. As a salesperson or copywriter, you need to identify the problem before you pitch your solution. For more on that click here.
This should be the most fun part...you get to tell your client how your product or service can solve their problem.
So why is so much marketing and sales copy boring?!
We can all think of generic solutions to common problems:
Want to get shredded? Join our gym.
Tired of not getting attention? Buy our clothes.
Need to make more money? Start your own online business.
But, those general solutions are boring at best. I see this sort of tactical, blah writing on sales pages all the time. One reason your offer doesn’t stand out is you’re not being specific enough for someone to feel it. The offer needs to resonate emotionally as the solution to the specific problem your client is facing.
Here are a few tips to make sure your offer resonates:
Clearly and repeatedly state the benefit(s) of your product or service.
Use the features of your offer to back up the benefit, not the other way around.
Don’t omit the details.
Remember those problems with boring solutions a few paragraphs up? Let’s make them tastier with great benefits:
Want to get shredded? Sign up for our 60-day customized training program designed to give you the body you’ve been dreaming of.
Tired of not getting attention? Let our experienced fashion team help you find your new look. Turn heads in the boardroom and at the bar.
Need to make more money? If you’re tired of being a cog in a corporation, join my 5-week course for aspiring entrepreneurs. I’ll give you the game plan to take control of your life and your finances.
The headlines above don’t get into the features and details but you catch my drift: write about your product or service like you’re talking to a friend at a cocktail party. Make it emotional by talking about the specifics. Act like you give a damn about your own offering and others will too!
In the age of virtual business, there are many new offerings in the market. I see young, ambitious, and talented people miss the mark on their sales pages because they can’t explain what they do.
Like the obstacle, the offer should be a dedicated section on your sales page. Regardless of the industry, the questions below will help to clarify your specific offer.
Have questions? Shoot me an email. I’d love to connect!
Best,
Nate