Yes, your web copy needs a problem statement and - most importantly - a problem solution. Why? Well, the ultimate goal of every (commercial) copy is to sell. And solving your client’s abhorred problem is the most effective way to get your product/service sold.
What does a problem statement do? It
1) Attracts the ‘right’ customers.
i.e. genuinely interested people, thus you won’t waste your time and money in vain.
2) Creates a connection with your (potential) customer.
It builds the ‘oh, they get me’ bond.
3) Triggers interest and desire.
They know what my problem is, they might solve it; thus I may be able to sleep soundlessly through the night again!
4) Guides your customer through your web copy and encourages to take suggested actions. That lead to the customer’s desired outcome.
e.g. your product is sold, the customer’s problem is solved. He may enjoy his good night sleep once again. Everyone’s happy.
5) Lands new opportunities.
Attract businesses who want to collaborate. Besides, if your customer is happy, he may return or advise your product to a friend.
When it comes to a web copy, many make the same mistake by diving directly into a description of the product/service. Example: “Our toothpaste is the new word in dental care. It ensures gentle but active whitening while its delicious taste will make you seriously excited about brushing your teeth. Already in 5 days, you’ll see the results.” We have a few sentences full of adjectives and promises. In the age of scepticism, who will believe this copy? And what if the customer doesn’t want to get her teeth whitened but is concerned about her tooth decay? Chances are slim that such a copy will produce any valuable outcome.
Example of how a problem statement can bring in a new client
Let’s say your potential client is an IT manager and experiences problems with a new software implementation. He goes online and looks up third parties that may help. All the websites are full of the IT jargon gibberish. The client leaves. But then he comes across your website. Where his problem is described in a human easy-to-follow language and where a solution to his IT nightmare is finally offered. Well, you bet he’ll be asking your free consultation straight away.
A problem statement is crucial to the success of any sales copy. In other words, if you want to sell successfully, make sure your copy contains a problem statement and its solution.
Not sure where to start? Drop me a line here, we'll work out some ideas.
Copywriter, translator, editor. She has 7+ years experience in the field, works mostly in the creative industry.