A common mistake in ad copy is to introduce the product first, then its benefits. A more effective structure is to flip this: first, describe the desirable outcome the customer wants (e.g., "freedom and time back"). Only then should you introduce your product as the vehicle to achieve that outcome.
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Buyers are motivated either by moving toward a desired outcome (possibility) or away from a problem (pain). Marketers often unconsciously favor one style based on their own personality. Crafting copy that addresses both motivations allows you to resonate with a broader, more diverse audience.
Your website's headline should evoke a feeling, specifically the relief from a customer's core pain point. Instead of describing your product's function (e.g., 'AI tax assistant'), describe the emotional state it eliminates (e.g., 'Taking the terror out of tax season'). This connects with the user immediately.
A critical mistake in content creation for sales is leading with a product pitch. Instead, content should share insights that highlight a customer's problem, sparking a conversation. This strategy positions the salesperson as a trusted advisor who guides the buyer to the solution, rather than just a vendor pushing a product.
Great copy guides a customer down a 'slippery slope' from attention to action (AIDA). The key is to describe their problem so intimately that they feel you uniquely understand them and must therefore have the solution, creating an irresistible pull towards your product.
Customers don't buy features, software, or services; they buy change. Your focus should be on selling the results and the transformed future state your solution provides. This shifts the conversation from a commodity to a high-value outcome.
Customers want a quick, desirable result (the cake), not the foundational work or hard truths (the broccoli). Frame your content around an appealing outcome, like 'less frizz tomorrow,' to get them to accept the underlying, necessary steps, like adopting a new daily hair care routine.
The reason a customer "needs" your product is subjective. Instead of a one-size-fits-all ad, create multiple versions that speak to different core buyer motivations. One ad might appeal to logic and data, another to time savings, and a third to team efficiency, ensuring you resonate with a broader audience.
Go beyond features (what it is) and benefits (what it does) by focusing on 'dimensionalized benefits': how the customer's life tangibly changes after experiencing the benefit. This is the ultimate outcome people are buying, and it should be the core of your marketing message.
Marketing often mistakenly positions the product as the hero of the story. The correct framing is to position the customer as the hero on a journey. Your product is merely the powerful tool or guide that empowers them to solve their problem and achieve success, which is a more resonant and effective narrative.
A common marketing mistake is being product-centric. Instead of selling a pre-packaged product, first identify the customer's primary business challenge. Then, frame and adapt your offering as the specific solution to that problem, ensuring immediate relevance and value.
