Your Online Business - Focus On Your Reader

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Your Online Business - Focus On Your Reader

By markandken | October 22, 2007

We know… writing ads, sales letters, etc can be difficult, even terrifying for some. Well today we want to share with you a little secret that could quite literally transform your online business…

When writing your ads or sales letters, remember this one very important thing…

Focus on your reader…not on you!

When someone reads your ad, letter, brochure, etc., the first thing they will be asking themselves is ‘what’s in it for me?’

And if you don’t tell them, then you can be sure that they will just click off your site or stop reading your promotion.

One of the biggest mistakes we see made by online business owners is that they spend too much time focusing on themselves and their business. They quite often start our with the same type of statements… how long they’ve been in business, who their biggest customers are, how they’ve spent years of research and millions of dollars on developing their product, etc.

And while those points are important, they should be expressed in a way that matters to your potential customer. When writing your copy, put yourself in the shoes of the reader. Let’s take this statement as an example…

‘We have been in business for 10 years.’

Well, this is clearly focused on the business who is promoting, and not on the reader. Remember the ‘what’s in it for me’ rule. When making a statement like this, put yourself in the shoes of the reader and remember these two very important words…

‘So What!!’

You’ve been in business for 10 years but so what! To re-address the focus of this statement we need to address the ‘so what’ aspect of it. To do this, you must add a ‘which means that’ statement. So for example,

‘We have been in business for 10 years which means that you can be assured that you are dealing with a solid and stable business and we will always be here to make sure your xxx product is working perfectly’.

Notice the ‘which means that…’ Well, now we are completely re-addressing the focus of our statement from us as the business to our prospect, the reader. We are literally forcing the focus on them.

Remember the golden rule of ‘what’s in it for me’ with regards to your reader and you will be assured of greater success with your online business.

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Topics: Copywriting, Online Business, Make Money Online |