Hint: It’s About Benefits
We do an awful lot of courtesy listening.
I listen to my kids tell me the entire plot of a movie.
I listen to my husband talk about work.
I listen to my neighbor rant about their landlord.
I love these people. So I listen. But it’s exhausting!
When you send an email to your contacts, they are under absolutely no obligation whatsoever to “listen” to you. No matter how interesting your content is. And that is why anytime you write, you’ve got to keep the focus on your prospect.
What’s in it for them? Why should they care about your message?
Consider the following subject lines:
- List building like a pro in 3 easy steps
- Look 10 years younger in 10 days
- Work less, make more
When we take the time to show our prospects how their lives are going to be easier, happier, better, etc. they’re a lot more likely to “listen”.
There’s just one problem.
Most of us make too many assumptions when we write.
We assume that when we say, “I’m going to deliver content straight to your inbox every week,” that our prospect instantly sees this as a time-saving benefit.
We assume that telling our customers their favorite tea has antioxidants is enough to let them know there are health benefits.
Making assumptions is usually a bad idea.
People are busy. Their minds are overloaded. And sometimes they can’t make that jump on their own.
You’ve got to S-P-E-L-L it out for them.
So if you’re writing bullet points, exchange these bullets:
- Open 8:00 am – 8:00 pm
- Time-of-Service discount plans available
- 5 year guarantee
For these:
- Convenient hours to fit your schedule
- Money-saving discounts with Time-of-Service pricing
- Worry-free, 5 year guarantee
Small changes, right? But what do your prospects see? A business that caters to their needs.
As you write, ask yourself, “Do my contacts truly understand why they need me and my offering? Can they see how their lives get better when they make a purchase?”
When you communicate the why, your contacts listen. And once you get them listening, you’re so much closer to a purchase.
If you struggle to write beneficial content, sign up for a Ready To Go Copy membership and use some of our templates to write content your community craves.
