I’ll admit it. I’ve been guilty of it when writing sales copy. And I’m sure you have too. So I make it an important point to cover when I perform a Core Message Audit™ for my clients. Why? Because I know it can be tempting. Extremely tempting. But do everything you can to avoid it.
Try as hard as you can to avoid beginning your marketing pieces by yammering on about how great your product or company is …before you ever take a moment to utter a word about your prospects.
Instead, be a little humble. I know it isn’t easy. Especially when you know you have a great product or service you’re anxious to share with the world. But do it anyway.
Always begin your marketing pieces by talking about your prospects first. Demonstrate right out of the gate that you understand their world, their challenges, their hopes, their dreams, and what keeps them up at night.
Next, paint a solution picture of what their world will look and feel like when their challenges are met, and their problems are solved. Taking these two steps will give you the credibility you need to position your product as the solution your prospects need.
More about them. Less about you.
For example, if you’re marketing an information product that helps people develop strong communication skills, let your target audience know you’re aware of the personal goals they are striving to achieve.
Let them know you can relate to the inner feelings they’d like to experience, such as fulfillment, satisfaction, security, mindfulness, etc.
Follow this strategy and it immediately makes your sales copy more about your prospects and less about you. And these days, that’s exactly what people want.
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There is a simple test you can put your marketing copy through to see if you are making your prospects’ needs and desires your first priority? And I challenge you to put your current marketing content through this test.
If the first several sentences of your promotional copy begin with the words I or We—you should consider rewriting it so the wants and needs of your prospects come first, as in the above example.
Put simply, never “we we” on your prospects.
Instead, open your marketing content by writing about your prospects. Show you understand their industry, their hopes, and the challenges that confront them.
Do this, and you’ll have all the credibility you need to position your product or service as the solution they’re looking for.
How about you? Are you guilty of “we weeing” on your prospects? Will this post help you remember that writing about your prospects first is essential to strong message development?
Please leave me a comment and let me know!
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