Copywriting 101- Lead With Value
In the old days of direct selling, there were two types of salesman. We’ll call the first the “old school” brand. The second brand of salesman was just coming on the scene with a somewhat different approach to selling.
The old school type of salespeople would always lead with an upfront sales pitch of their product or service. But as time went on, it became more and more difficult for salesman to get their “foot in the door” of a potential client. There were just too many ads, commercials, and other salespeople competing for the attention of an increasingly skeptical market.
So what do you do if you’re a salesman and your livelihood depends on closing prospects if you can’t even get them to look at what you’re offering?
It’s simple…you adapt and overcome…
The pioneers of the “new school” of sales decided to use the most popular word in the English language to pacify even the most skeptical customer.
So what is this “magic money word?”
They figured out that giving out a free sample of their product was the best way to get the customer to drop their guard.
And the exact same approach applies in your WebCopy…
The biggest sin that you can commit in your copy is to make you work sound like an ad. And that’s the quickest way to get your potential customers to “click away” to some other address in cyberspace.
Your biggest challenge in creating copy is to create a bond with your readers. The best way to make your viewers feel at home is to give the VALUE first.
So what do I mean by “value?”
First, think from your readers’ perspective. What problems do they face? What are their desires? And what information can you give them (for free) that will help them solve their situation?
In other words…focus on the customer and their needs rather than pitching them on how great your product or service is.
Your company and what it offers are just a means to an end, and not an end in itself.