This is something that happens to all of us when sitting and trying to put together a piece of copy! We all fall down with this from time to time. Over selling the product. This is probably one of the worst things we can do to ourselves. We focus way to much time on the product rather than selling the sizzle. Prospects simply don't care about the product, they want a fix for a problem of some sort, or a better answer, or a better life.
Good copy sells the sizzle of the product. One of the best ways to stay in check, is to have a long list of benefits in front of you. If you have your top 10 benefits, and hopefully you were able to come up with a heck of a lot more than ten. But for the sake of conversation, lets just talk about having 10. You should be able to write each benefit 10 different ways with ease.
The sizzle of any copy that I write comes from nothing but benefits. That is all your prospect is ever going to be interested in, is how it will best help he or she with their given dilemma. How is it going to best serve your customer. Creating and writing a compelling story comes from integrating your benefits and overcoming any objections you can think of that might pop up in the mind of customers. And doing it with problem solving, life enhancing writing.
Telling a compelling story that sizzles with benefits versus features is where you'll begin to separate yourself from that mistake that we all fall prey to from time to time. Your reader doesn't want another ebook or software package they simply want to how what you have to offer is going happy healthy wealthy or better at whatever is they need.
One of the easiest ways to know if your focusing to much on the product rather than how it will most benefit the reader is usually right in front of you, in the very first paragraph you write. So before you continue on, sit back and evaluate. Is that paragraph talking to much about the product or is it talking about how the product will best serve the reader?
Remember the most common and important things that every good piece of copy carries in the words. It is answering a customers biggest needs, wants and desires. Its helping them overcoming their fears, or its helping them better live out their passions. Or it improves their personal and or business relationships to further excel. Your customer has to feel as though, they have found the missing piece of the puzzle.
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