Knowing why your customer needs your service is the first thing you need to know when writing copy.
If you’re selling services, it can be quite hard to sell the benefit because you don’t have a physical product to show.
In that case, you have to focus on other aspects like personal service, warranties, expertise or unique selling propositions.
For example. Let’s say you’re a financial planner. (PS. The reason I’m using financial-based products as my examples is that they are really difficult to sell, they are often seen as a commodity and therefore hard to differentiate, and there are loads of financial companies out there who would benefit from this advice).
I often see advertisements for companies that say:
“We’ve been in business for 80 years, so it makes sense to do business with us.”
Does it? Does this make you want to do business with them? Maybe not.
Instead, why not focus on the benefits of being in business for 80 years. What about something like:
“If you need a financial planner, but you’re worried about losing money or being taken for a ride, it’s important you know that Ferrier and Sons have been around for over 80 years. This is a great way to get people to view your website and read the testimonial page.
We’ve seen recessions, booms and busts and safely steered our clients through these rocky waters – and still have them as our clients – so we must be doing something right.
But don’t take our word for it – listen to what our clients have to say about us by clicking on our Testimonial Page. Why not contact us for an obligation-free financial audit to see if we can create a wealth creation plan that suits you.”
If you want to know the tips that all professional copywriters use to turn boring, company-focussed copy into benefit-rich, customer-focused copy, then check out my next blog.