What do they want? Transformation! When do they want it? Now.
That’s all people really want. To change whatever part of themselves doesn’t feel good.
Maybe it’s their health.
Maybe it’s their financial situation.
Maybe it’s their marriage or parenting.
You offer the path to transformation… whether you’re coaching someone on how to find success in an area of their life or you’re selling home décor signs that will transform the look of their living room. That’s what people need to hear about in all of your copy. (If you’re new to this world, copy = words that sell.)
Your social media captions and stories should talk about how you’ll transform their lives.
Your emails should teach them something small that brings a quick transformation and then points them towards the big transformation.
Your sales page for your course or program should spend WAY more time on the transformation than the nitty gritty details.
What about sharing the details of your offer or product?
I get it. You worked hard on your offer. You want to make sure they recognize the amazing value in what it entails.
And someone like me wants to know alllll about the features of your program or product before I’m ready to buy.
Like my kids when I kept them up past their bedtime to attend a new Bible study group at church… It starts at 6:30pm. My kids are usually in bed at 7.
Boy, were they thrilled to be leaving the house at the time they’re usually putting on jammies. And on that drive to church, they must have asked me 892 questions. About anything and everything you can imagine.
Did it drive me nuts? YUP. Do I basically do the same thing when I’m looking into a new course or program? ALSO YUP.
- How long is it?
- What does it cost?
- What will I get for the money?
- How much access will I have to you?
- What will my end result be?
But the reality is – most people are not like me.
Most people just care about that last part… what will their end result be?
They want to know the benefits! The features are just like the cherry on top.
If you spend 95% of your copy focusing on the benefits, not specific features, your sales will go way up.
But you don’t want to leave us detail-oriented folks out either. So how do we help people like me get what they need too?
Do You Have the Courage to Focus on This One Aspect in Your Marketing?
Don’t stress over the fact that you’re not sharing every aspect of your program or product in every piece of marketing material.
There is a time and place to lay it all out. And when you do, use bullet points!
(Which can also conveniently help with any “writer’s block” issues. Let me explain…)
Seth Godin says, “No one ever gets talker’s block. No one wakes up in the morning, discovers he has nothing to say and sits quietly, for days or weeks, until the muse hits, until the moment is right, until all the craziness in his life has died down. Why then, is writer’s block endemic?”
He’s right – we don’t get talker’s block, do we? And if we’re writing like we speak, (which is how you write good copy), then there shouldn’t be any blocks.
That being said, we still feel the block sometimes. Best way to beat it?
Start writing those bullet points!
Just write as many as you can think of that are related to the topic at hand. Once you’ve written a bunch, pick the best ones and use those all over your copy.
But here’s the key. The copywriter’s secret. Don’t let the bullets simply lay out the features of your course or program… let them include the transformation offered by each feature.
So instead of this:
>Lesson on weekly email importance
>Email template so you know exactly how to write it!
>10 prompts so you no longer feel stuck trying to figure out what to write about!
>The importance of weekly emails explained so you can start using this valuable marketing tool!
Those bullets are still short and sweet, but they explain the details in a way that shows why you need them. I could have just used the first few words of each bullet point, but the second half explains the transformation that comes with each feature.
Whether you’re selling an online course, a coaching program, a home décor sign, or you’re soliciting donations for your non-profit… focusing on the transformation is the key to getting the “yes”.
If you’re struggling with figuring out a clear way to express the transformation you provide, that’s your first step!
Once that’s settled, if you can’t figure out
how to explain that transformation in a way that will connect and inspire your
readers, I can help with that. Email me at firstname.lastname@example.org
and let’s transform your copy.
About the Author: Chrissie is a copywriter by trade, specializing in helping online coaches reach their ideal client. Email email@example.com to see how she can spice up your copy to cultivate connection!