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Selling The Solution In Your Sales Copy
When writing sales materials that attempt to attract customers, the most obvious route is to describe the product. After all, at the surface level, that’s what the transaction is about. In practice, though, customers seldom buy because of a product itself. Instead, sales are typically closed by selling a solution.
People don’t just buy products – they buy the benefits that a product provides. As such, the best way to write marketing materials is always to ask, “What problems do customers have that this product will solve?”
Instead of selling an “ebook about greening your home”, you’re better off selling “30% savings in your electricity bill”.
Rather than pushing “state-of-the-art computers”, you sell the PC gaming crowd on “pre-configured machines that can play Crysis at the highest setting while you defrag in the background”.
In place of marketing “home warranties”, you sell the customers on “no-cost home repairs for the next 15 years”.
As many marketers have wisely advised over the years: “Don’t sell the steak, sell the sizzle.” People, especially during these times, will always look to hold off on buying products, unless it can solve an existing source of concern or bother.
Does your copy lean towards telling the customers what problems will disappear from their midst with your product? If it doesn’t, rewrite your pitch until it does. Read your copy aloud to make sure the ideas come through crisp and clear. If something sounds wrong and you can’t put a finger on it, run it through an English writing software to find problem points. Finesse it until it looks and sounds exactly the way that will get even you to buy.
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