Be clear about what you’re offering customers
It may seem obvious to you what you’re selling and why people should buy from you. But assume that your website visitors don’t know either of these things—because they don’t.
When writing about your products and services, the common mistake is to first describe what they are and then list all the features. Resist that urge.
For instance, if your business offers therapeutic services—such as massage, chiropractic adjustments, mental health counselling, spa treatments, advice, etc.—what you’re really offering people is relief. This can be relief from stress, pain, worry, or any number of things that obstruct their joy. Photographs and images are great for all these service-based businesses. But you need words to assure prospects that their search is over and that they can confidently commit to your business over your competitors.
You’re selling a nine-inch hole
Are you selling people a drill or the hole for a screw that hangs a shelf for them to store books? What you’re selling customers through your products and services is a solution to their problem or interest. Period. Put your focus on the direct benefit or outcome of your product or service rather than on the thing itself. This saves them needless energy translating what you offer into what they gain. Do this for them first, and then you can describe the product and its features. In that order.
Lead with this approach in your writing to paint a clear picture of the resolution of their problems and interests if they choose you. Use active words and images of people experiencing what you offer so your prospects can quickly and easily place themselves inside that picture. Put them in the story that you create.
Writing content for your website is about storytelling—a powerful medium humans have been sharing and consuming for thousands of years. It’s part of our DNA to connect to stories about ourselves and others, so use this tool to your advantage, now and always, in your website copy.
Organizing your writing to present information in this way will make it easier for your prospects to see that you have the solution to their needs. It’s a simple formula with a great payoff. Satisfy this enquiry first and foremost, and they’ll scroll down the page to deepen their trust and confidence in your business.
