So, we tackled the audience question and the goal of your copy. Now, when you’re crystal clear on it, let’s move to the next part - how your audience will benefit from your text.
No one wants to spend their precious time on a piece of writing to walk out of it empty-handed. Ask yourself: What will be the reward your faithful reader gets for spending her time on your blog/email/landing page/about page, newsletter, etc.?
It could be:
Information. e.g. Detailed comparison of two products/services/apps; 17 things you didn’t know about X.
Guides. e.g. Travel guides, any type of DIY’s, recipes, how-to’s (how to write a killer copy in 14 steps), etc.
Tips. e.g. Where to get/study/buy the best X, why you should do Y, etc.
Education. e.g. E-books, useful links, webinars, masterclasses, videos, etc.
Money. e.g. Discounts, two for the price of one, gifts, vouchers, etc.
When writing, think from the perspective of your customer. Always keep in mind “What is in there for THEM?”
And craft your copy based on benefits they get, not features.
Feature: Order flowers online and get free delivery the same day.
Benefit: You will never worry about disappointing your mother. Forgot to buy her a Mother’s Day gift? No problem, our free same-day delivery gets you covered and your mom happy.
Feature: Already after the 2nd treatment you’ll see your hair growing back.
Benefit: Forget those dreadful moments when your date sees your head thinned of hair for the first time.
Tell me, what kind of reward works best for you. Information? Tips? Guides? Money?