I’ve been doing a bunch of copy critiques lately and quite a few had the same problem.
While they were awesome at explaining what they did, what the benefits were, and it was clear who they were talking to, there was one thing they were missing.
When I tell you about it, you might think it’s kinda small and not worth bothering about.
“Oh yeah”, you might think, before adding, “I think they’ll be able to work that out on their own though…”
But I think you’re wrong.
It IS a big deal.
Here’s the ingredient they were missing:
Showing their audience how this will make their life easier…
“I do that in the secti…”
Wait. Don’t interrupt.
I’m not talking about how your thing makes their life easier, as they now spend their days basking in the baking Dubai sun, ordering pints of lager at £35 a pop, but rather…
… how your product makes getting [INSERT YOUR BIG BENEFIT HERE] so much easier.
In other words…
How easy is it to use your product?
Forget about big benefits, desires, and all that jazz for a second and think about how you can PROVE your product is so easy to use, Fisher-Price is hounding you because they want to buy the rights to it.
A lot of folk pile on the “THUD” factor – the “this is what you get” part.
“Sign up today and you’ll get 195 hours of videos… a gazillion and one templates… 68 workbooks… and today’s special, exclusive fast action bonus – carbon fiber matchsticks to keep your eyes open…”
There’s a problem with stacking so much awesomeness… it suddenly seems like a lot more work.
Before, your “simple, step-by-step plan” sounded easy, now…
… they’re booking a hillside retreat and three months off work just to make it through your $47 offer.
Courses have to be watched…
Templates have to be filled in and implemented…
New skills and habits have to be practiced over and over…
Don’t get me wrong, you can be swimming in dollars by selling courses and focusing on the end result, but the only way you can create an IMPACT is by getting your customers to actually USE your product.
Impact comes after implementation.
So if you’ve got something awesome, make it as easy to use as possible… and then SHOW THEM how bloody easy it is.
It doesn’t matter if you’re a copywriter banging out a load of quick videos on YouTube business owners can easily watch between Zoom meetings for some quick and easy marketing tips…
Or if you do something completely different for a living, like… I don’t know… write marketing words that sell stuff, and you want to sell your “day-by-day” email writing course that makes learning email easy because it’s delivered in bitesize chunks…
Who knows? Maybe you’re even – and this is a bit “out there” – someone who specialises in direct response… someone who can save business owners the time and hassle of learning how to write better copy with his (or her) dirt cheap critiques.
So instead of spending hours with their head in a copywriting book, they can just email their copy and he’ll (or she’ll) show them exactly what they need to do to sell more stuff…
(Just to pick three random, and wildly different, examples off the top of my head)
There are a few more layers to this idea, but I’ll save those for future emails.
Heck, you might even be doing this already. In which case, I have a gold star waiting for you.*
* I don’t. That was a lie.
Bottom line – if you want to sell more stuff… pile on the features and benefits, but don’t forget to check whether or not your “super-simple formula that almost works itself” now feels like some kind of Everest expedition.
P.S. I was going to pop my super-signature thingy in here, giving you nice handy links to my YouTube channel, email writing course, and “Coffee Critiques” but, for some reason – and I can’t quite put my finger on it – it feels like overkill…