When writing copy and web content for websites to tell people about your product or service, what do you start with? How do you go from “this is who we are, this is what we do,” to “we can take you from here to there?”
It’s simple: stop talking about yourself, your product, or your service, and think about the transformation it provides.
Your prospects and customers don’t want to hear about specs, measurements or other details. They’re more interested in the end results.
What they do want to know how your product or service will take them from the place they are now into the place they want to be. How does it take care of their pain points?
Think about it this way: if your prospects are suffering with a degree of pain, how will your product/service eliminate it? They want to know how your product/service transforms them from the person with pain (before stage) to a person happily free of pain (after stage.)
Prospects, leads and customers all buy things based on one thing—transformation. What customers are interested in is the better reality that they will be living once your product or service provides that transformation. Your product/service is just the tool that gets them there. It is your web content that leads them.
Think about it this way: nobody buys hand cream because it smells great, it’s nontoxic, organic and comes in a compostable package. They buy it because their hands are dry, and they want relief. The hand cream helps soften their skin so their hands aren’t dry and cracked. They’ll buy your product if you show them that it’s better than a national brand, and keep buying it if it actually does.
The transformation works like this:
For someone who works with their hands, such as a plumber, carpenter, electrician or farmer, a good hand cream is important. They want the cream that gives them the results they’re looking for, fast. Is that yours? That is what makes good web content – zeroing in on the transformation.
Two States Of Being
Understanding and speaking to the “before” state is empathy. Talk about where they are now, and give them hope that tomorrow will be better than today. This is speaking “transformationally.”
Your product/service is the bridge between the before and after state, and is the key to getting from one to the other. Discuss the transformation and take them there.
The Before And After Grid
Ryan Diess of DigitalMarketer uses a simple grid detailing the “before” and “after” of your customer avatar.
The farther down this list you go, the more powerful your copy becomes.
- Have— what does that person have now?
- Feel— the emotional state before and after
- Average Day— discuss that person’s average day, or utilize a real-life customer story to illustrate how your product/service improves their life.
- Status— anything that raises your prospect’s “status” is also an influencing factor. Status is everything, and enabling someone to raise theirs is a draw. How can you change their status, and influence the story that they tell? Once you figure this out, you will capture their hearts.
- Good Vs. Evil— why does someone with a better product/service never do as well as a company with an inferior one? Marketing. Change your marketing to one that demonstrates how much better your prospect’s life will be after their transformation.
Shifting the focus of your copy from the product/service to the prospect/customer and how it improves their lives is a more powerful message than just talking about the features and benefits. Once leads prospects begin to realize how your product/service can take them from their current state to their happier after state, the more likely they will become your customers.
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