Here are a few things to keep in mind if you’re going to write your own marketing pieces. First, step back from your business or service and try and see it through the eyes of your ideal patient, customer or client. What problem do they have that you solve? Write to that.
That’s the only thing your marketing should do. Illustrate their problems and challenges and provide your solutions. Remember that we all do more to avoid pain than we do to gain pleasure and good marketing taps into that psychology.
Let’s take a quick look at an example. I wrote a website for a woman who helps people buy cars – particularly for women. When I researched the topic, I learned that women do in fact pay more than men for new cars and they do fear being ripped off and rightfully so; it happens fairly often.
The site owner helps people negotiate car buys all the time, she’ll even do the entire deal for them, so all they have to do is walk in to the dealership, take the car for a spin and sign the paperwork (it’s a pretty cool service). She’s also written a guide that teaches people exactly what they need to know to negotiate like a pro.
She regularly gets great car deals for people (women and men alike) and can almost always save them money. We chose not to focus on the savings, but to make that a secondary point. Instead, we focused the copy to tap into the pain felt by her target audience. That’s their fear of getting ripped off and having to deal with a high pressure salesman who will hype them into spending too much money or making a decision they’re not ready for or. Being helped through the car buying experience and feeling confident and knowledgeable is very compelling for her audience.
Her website speaks to their fear and how she can help her clients avoid it – by educating them, thereby empowering them to get a great deal themselves, or by doing it for them. I’ll say it again, because it’s the lesson here: we did NOT focus on the money savings, but on the fear her clients experience at the car dealership.
She gets great feedback from people who are so relieved to have found her. Clients say that her eBook makes them feel empowered and confident and takes away their fear, hence solving their problem.
Spelling it out clearly gets results. For the business owner AND her clients.
Solve problems and you’ll get more business. You can visit her site at: http://carbuyingsos.com and get her Free Report about getting top dollar for your car when you’re ready to sell it: What You Must Know to Get Your Car Sold.