It’s an easy trap to fall into. You’ve spent lots of time, effort and money perfecting your product or service. You’re excited about it and you want to share its brilliance with the world.
In the midst of this joyful delirium, many people write their website, email campaigns and promotional literature from a ‘product perspective’.
The trap of ‘product perspective’
“Our brand new ‘X’ is amazing – It’s so much better than the old one! Not only does it do ‘Y’ but it does ‘Z’ as well!”
It may be that one of your potential customers just happened to be in the market for an ‘X’, which does not only ‘Y’ but ‘Z’ too. However, the likelihood is that most of your prospects will need a little more convincing. The key is to write not from your perspective (the advocate of the product) but from the perspective of your potential customer.
Put on your ‘prospect specs’
Looking through the eyes of your customer, try asking yourself these questions:
1) What was I searching for, when I found this website?
2) What difficulties am I having, which could be solved by this product/ service?
3) What is the real value of me buying into this product/ service?
For example: I’m a copywriter, so what I literally give my clients is …. that’s right, copy. I could tell them that it’s the snazziest copy in the world, that the words I use are the finest in the land and that they won’t find better punctuation anywhere. While that’s all very nice, it isn’t really what they care about. Not on a human level. More often than not, clients come to me because they need to write something but don’t have the time or the interest in doing it themselves. For these people, the value I’m really providing is time. Time they can spend doing the things that are important to them, instead of worrying about writing.
Think about what your customer really cares about and address that. Identify what makes them happy or what irks them and come at it from the angle of enhancing their passion or providing a solution to their problem. Once you’ve got their interest, you can finally tell them all about the bells and whistles of your new, improved ‘X’.