Paint benefit-driven statements with your words
When crafting core marketing message statements for books and programs, it’s important for authors and coaches to show they have a clear understanding of their audience’s needs, desires, or challenges.
Do this, and you’re in a strong position to present your book or program as something that meets the needs of your crowd.
As you describe the practical benefits offered by your book or program, take a few moments to detail how your audience will feel emotionally after they’ve read your book or completed your course.
I call this painting a solution picture with words.
If you’re an author who has written a business book, go into extensive detail about how your readers will feel when they’ve achieved new revenue goals, and how fulfilled they’ll be when they can expand their business and go on dream vacations.
This technique is a great way to engage and stimulate your crowd. Here is a simple three-step process that will help you write solution pictures.
- Have a strong understanding of your reader’s need, desire, challenge, or curiosity
- Paint a picture with words that describes how life will look when this need is satisfied
- Include real human value in your description – not just a mechanical or numeric victory
To review an example of this tip and to learn more about painting solution pictures with your words, click through and check out this week’s Quick Answers to Copywriting Questions video.
Here is an example of a brief solution picture I wrote for the book, Outstanding Health.
Imagine this Exciting Vision for Yourself
The wisdom and insight that comes with age.
The vibrant energy and physical vitality you enjoyed back in the day.
It’s the best of all worlds, and you really can have them both.
In fact, this ideal vision and the freedom that comes with it can be your everyday reality.
Well into your 60’s, 70’s, and beyond! You may be getting older, but you can still have all the energy you want!
The proven secrets to achieving this lasting state of vibrant health are presented in vivid detail in Dr. Michael Galitzer’s groundbreaking new book, Outstanding Health.
Solution pictures can be a few lines of copy (as in my example), or they can be several hundred words. The point is to go beyond merely describing the practical benefits your audience will receive from your book or program.
Go the extra mile and paint a picture of what people’s lives will look and feel like as they experience and enjoy these benefits. Adding this bit of color to your writing will give it the depth and texture it needs to stand out in a crowded market.
Until next week, take action and make things happen!
Will this post make it easier for you to write more enticing benefit statements for your books and programs? Please leave a comment and let me know!
If you got a knowledge boost from this post I encourage you to share it with your crowd!
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