By Susan Fox

                   (C) 2008 Susan Gaye Fox Trust

Imagine being able to please every customer.  Is it ridiculous to think such a thought?  Well, maybe...because let's face it, only a select group of people really want your specific products and services.  So, as you search for those who really want what you have to offer, look for them in a way they would naturally search for you.

Your prospects think about their frustrating or perplexing situations and actually do so in a self-absorbed way.  When you write copy appealing to their way of thinking about their unsolved situation, you quickly make a connection with them.  Feeling connected to you, they choose to do business with you instead of one of your competitors.  You connect with them because your words and actions make sense to them.

So, in your copy, deliver your message in a way that sounds appealing to your prospects.  Write about solutions to their situations.  Genuinely care about and help them achieve their goals or improve their lives.  Doing this, your prospects feel comfortable doing business with you compared to a competitor that seems non-caring.  

Write copy in a conversational tone.  For technical businesses, write in terms that relate to their technical world.  For men or women interested in building relationships, talk in a more casual style.  But whatever your copy contains, make it contain your genuine desire to help them achieve their goal.  Think in terms of benefits to your reader rather than talking all about the features of your product or service.  Talking about  benefits the prospect gets that will help them solve their challenges engages them to keep coming to you for more advice that works.

People buy when they see the benefits of your offerings.  They see how to improve their lives or feel satisfied using your solution compared with the offering of a competitor that appears more focused on making money than helping the prospect solve his or her challenge.

For example, suppose you sell women's lingerie.  Talking about features you'd say, "These brand name bras provide lots of support.  And, affordably priced at only $19.95, you know you're getting a high quality product for your wardrobe."

Now think about this last paragraph.  It does tell a little bit about the product but lacks engaging copy.  The longer your client stays reading your copy, the more you improve chances of your prospect buying from you  instead of a competitor.  

Let's rewrite the lingerie copy using mainly benefits to the buyer of the product instead of showcasing mainly product features.  Remember, benefits to the end user increases the chances of getting the sale.

Mainly describe how the woman feels wearing your company's lingerie.  You must know what feeling she seeks to feel before you can write engaging copy for this market segment.  So, for this example, let's suppose you've learned that your target market desires to feel feminine, sexy, desired and acknowledged as wonderful simply because she exists. Engaging copy might be worded something like this:

"Feel the delicate lacy fabric embrace your skin.  Supportive yet amazingly lightweight, at only $19.95, this comfortable-fitting and affordable brassiere truly honors your femininity." 

Think generally about what your product or service does.  Remember, your products or services "do" something highly desired by your prospects.  What is that "doing" your products/services do for your target?  In your copy, describe what your offerings do that satisfy your prospects' deepest wants or needs.  Doing this, you clearly convey that your offerings are THE solution for your prospect.

For questions about writing copy for your website, please contact Susan Fox at yoursecretwishes@gmail.com.  Let's work together to serve your market so they keep coming back to you for more!