It’s All About Me – Employ WIIFM and Cut Out the Bragging
Which type of person do you think is more persuasive – a person who always talks about you, or someone who always talks about themselves?
Who do you think is a better communicator? You're right if you said the former.
Nobody likes to hear somebody ramble on about themselves, and the same is true of copy.
The key to writing good copy is that you're not actually writing about yourself. On the surface, you are. You're describing the features, details and specs of your product or other offering.
But that's only on the surface. Actually, what you're really doing is talking about the reader. This is one of the major reasons why it's hard to write copy well. You have to write about the reader while appearing as though you're writing about yourself.
WIIFM – What's In It For Me
When you're writing copy, write it from the WIIFM – "What's in it for me?" – perspective. This is what the reader is thinking while they read your copy. The reader is full of doubt and skepticism. They're not going to be impressed with you. They want to know what they're going to gain.
Strike at the Emotional Level
In order to write great copy, you need to understand your reader's emotions and talk to them at the emotional level. Facts and data are nice to have, but you really need to speak to the reader's feelings, desires, dreams and fears.
Copy shouldn't tell your reader that you're the best at what you do. It should tell the reader that they'll find relief from their biggest problem or attain their dreams only through the one solution you offer. Yes, it's about your offer, but it's really about the reader's problem or dream.
Benefits, Not Features
Whenever discussing the features of your offer, always relate each one to how it makes a positive change in your reader's life. Put your focus there on the benefit to the reader, rather than on the actual feature.
For example, a time management app allows the user to more quickly and effectively manage their time so they can do the things they really want to do.
Being open 24 hours is a feature; the benefit is that you can get what you need done any time you need it done.
A website building platform's ease-of-use makes it convenient. But even more importantly, it helps the user not feel like they're an idiot who can't build a simple website.
The reader is thinking "What's in it for me?" Your copy should answer this question, telling them why your offer is the one unique solution that will satisfy them.
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