“But I know this can solve their problems, I know that once they take this they’ll never have a problem again and I can tell you why they need to take this because the problems that they are having are caused because of a lack of this and I’ve studied this and this makes me an expert on this and when people hear about what they are lacking they will want this… can you write my copy?!”
Happens all the time.
I've been online for 15 years. All of those years I've written my own copy. As a professional writer and marketer there was a time in my life when I was the voice and writer behind many successful brands. Here's how many days were…… want a birds eye view? Wished you could be a fly on the wall of a successful marketer?
Peek in now…
CEO or product formulator figures out something people need.
They go on a rampage to create said product or service to fix what people are lacking…. Or what they perceive people are lacking.
They patent it, get all the legal processes in order, set up their office equipment and their office and maybe, even get a virtual assistant. Then… they begin to install whatever they can on a website and write whatever they can and convince people that this is better than anything they’ve ever seen before….
….. and then call me.
“Can you write the copy and help me to make a 6-7 figure income? I mean can we do this in like 6 months, right? Because I really want to stay home with my wife and kids and honestly once people see that this was their problem it is going to be HUGE! Can you write words for me that sell?”
I breathe.
I sigh.
I want to give them a course on Marketing 101. Thoughts of their USP run through my head…. wondering if they know how to "Read Their Mind" …..
But the sad reality is this. They don’t realize that JUST because they have found a need and JUST because they believe that their solution is unique and ultra specific does not mean that ONE DARN PROSPECT is gonna think the same thing.
So..bigger sign……..
I encourage them to begin marketing, test the market and start to build a list. See how many people will opt into the list. See how much attention you can achieve. Let’s see how unique this is, let’s see if people are running to grab anything you have to offer.
And they get confused.
“Can’t you just write the copy so that everyone will buy it? I mean your website says that you can talk the prospects language and I know that language and I know how to talk it- so can you just listen to me and put it into sales copy? Yeah, that will work great!”
I ask them how many people are on their list.
“What list?”
My questions now start….. The List….. The one that you are already testing this with.
Have you introduced this to anyone yet?
How are they responding?
Have you done a free webinar or a free video and did anyone opt into your list, call you, download your free report or watch the video?
“What video and who said I’m working on my report?”
In my history of sales online it's always amazing to me that some very pathetic products can sell. With the right marketing it can fill a need and people will consume it, buy it and want it. There are multi-billion dollar businesses out there in every single state that most busy stay at home Moms shop at on a weekly and twice weekly basis that prove that. Low quality, great marketing, everyone wants it. (You can probably guess what store I mean? More for less. That's a clue.) But as a marketer we must ask this question.. "Why?"
Because the products they offer are ‘good enough’ for the real need they have:
TO believe they are getting MORE for their money.
You see, when someone has an amazing product or service their goal BEFORE they get the product or service into the hands of the consumer or customer- is to FIND OUT what is the real need, the real urge, the real longing and desire that the consumer and customer has……
so that we can then offer THIS PRODUCT to fill that need.
For example…. When someone comes up with a new skin care line they always seem to want to put into their copy the super impressive non-oily extra unique special cream and compound they’ve created. They are convinced that when people find out how non-oily it is, that it’s the ONLY one and that this unique special cream can make you feel so good about not putting chemicals on your face they will WANT it.
NOT.
The fact of the matter is this- people want to stop looking old, they want to feel sexy, they want skin that looks like they are twenty again (even when they are 57!) and they want it to work fast!
So… does focusing on the super non-oily ingredients cause people to opt into a list, run to a website, tell their friends all about it and make the company a truck load of cash? NO.
When someone calls my office or comes to me and says that they have something so insane, so amazing, so super galactic that the world will never be the same, my first question is: Do people want it?
As a copywriter I’ll do some research if I have to, run some tests, create a webinar, start publishing a newsletter and start putting content out there. BUT… and this is a big but! If they don’t respond, then it doesn’t matter. No one wants it and the value is not there.
So…… do people want what you have? I've just given you an ENTIRE marketing plan for testing and rolling out any new product or service.
Put a test out there. And remember….
Real big business owners are NOT emotionally attached to their tests.
If it doesn’t work- change the test, tweak the message, change the strategy.
But for goodness sakes please don’t cry about it! TEST again! Keep going! Never give up!!.. This is how my most successful clients have gotten breakthrough and SO WILL YOU.
Marketing 101- What do they want? I'll show you some secrets I've used online for the last 15 years in my best selling book – and best thing? I'm giving you the download for FREE!
With love,
Sandi Krakowski
