Use the Right Perspective

by | Feb 15, 2010 | Marketing & Selling

Believe it or not, your website isn’t about you. It’s about your target market and the benefits they gain from working with you.

So your copy needs to be focused on your target market and what they want … not on you and what you want.

I know, I know. It can be tricky sometimes to do this, but it is essential to the success of your website and your business.

You see, one of the six questions your website needs to answer, if it is going to convert visitors to subscribers or buyers, is “What’s in it for me?”

People are always on the lookout for personal benefit … whether consciously or not. So why not give it to them in plain English?

What benefits do your services offer your clients? What do they get out of working with you? If you can convey that hiring you or buying your services will benefit the visitor in one of the core desires below, you will be able to convert at a higher rate.

All humans seek to satisfy certain core desires and they are:

protect 1. The desire to protect loved ones. Will your product or service help your clients keep the ones they love safe from harm? This can be physical, psychological, emotional or even spiritual safety.
live 2. The desire to live. Will your product or service help your clients live a longer, healthier, more fulfilled life? This overlaps with the first desire to some degree, but is more focused on the self.
fear 3. The desire to be free from adversity. Will your product or service help your clients conquer fear, avoid or rid themselves of pain, or avert dangers that lie in their path? This desire is a desire of avoidance … they want to avoid or move away from something.
love 4. The desire for sex and companionship. Will your product or service help your clients attract more friends, find a mate, or improve their social life for the better? The search for love is eternal and can be romantic, lustful or even familial love.
enjoy 5. The desire to live comfortably and enjoy life. Will your product or service help your clients attain the lifestyle they desire? This can be something as simple as a comfy, warm blanket to going on a cruise vacation … anything that makes live more enjoyable.
acceptance 6. The desire for approval and acceptance of others. Will your product or service help your clients win friends and influence people? Will it help them be more popular? As social creatures, this desire speaks to our core need for “the village.”
food 7. The desire for good food and drink. Will your product help them not only meet the basic necessities of of food and water, but will it help them live more healthfully or enjoy their food and drink more fully? Who wants to eat bland food purely for nourishment? We all want to relish what we eat and drink … in fact, pleasure is a factor in satiation.
success 8. The desire to get ahead. Will your product or service help your clients have more than they do now, become more knowledgeable, increase their skills, improve their prowess or in any other way gain advantage over others in a meaningful way? This can be self-improvement to be come a better person … or to beat the competition.

Your product or service can fulfill one … or more … of these desires in either a direct or indirect manner. It doesn’t really matter.

You just need to make that connection in your copy and your reader’s imagination will take it the rest of the way.


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