The WIIFM factor!
Introductions aside, now’s the time to get to the real meat of this serious copywriting stuff! How on earth do people create compelling copy that drives prospects to pull out their credit cards and throw money at you?
As you know, there’s a skill to it. It’s more than just throwing together a few words that sound ‘okay’ and hoping for the best.
As a copywriter, you need to get inside the hearts and minds of your prospect!
Put simply you need to ask…
“What’s in it for me?”
That’s what WIIFM stands for in case you were wondering! No, it’s not a radio station! LOL!
So yes! You need to put yourself into the shoes of your prospect and ask, “What’s in it for me?”
That’s the first thing your prospect wants to know whenever they feast their eyes on your sales copy.
Now, remember sales copy can be anything from your website copy and capture page copy through to your direct mail sales letters and newspaper advertisements.
Your prospects want to know what they will get out of doing business with you.
They want to know what’s in it for them. What are they going to get out of throwing money at you? Will you solve their problems?
Don’t bore your prospects with features!
As business people, you have a product or service to offer your prospects…and chances are you’re really passionate and excited about whatever it is you’re offering.
But sometimes, business people fall into one very big trap that really annoys prospects!
They fall into the trap of harping on and on and on and on about the features of the product or service they are offering.
Now, you’re going to be excited about the features! After all, chances are, you created the product or service and it really tickles you pink talking about the ins and outs of your offering…but in reality, it bores your prospects.
That’s because your prospects want to know what’s in it for them!
What turns a prospect into a customer are benefits – not product or service features!
They’re not going to pull their credit cards out when they hear about your wizz bang features or plush new office with all the mod cons!
They’re going to pull their credit card out and throw money at you, when they are convinced that you can help them! Once they are convinced that you can solve their problems, they’re going to scramble for their credit cards and give you the details!
And that’s what you want at the end of the day.
So the first rule I need you to completely be clear on – when it comes to successful, profit-pulling copy – is to address the WIIFM factor for your prospects!
Do that, and see your conversion rates skyrocket!
