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Missing or Misrepresenting the Key Benefits
By Hans | March 26, 2009
For every market, there are key concerns that stand above the rest. By addressing them, you capture your reader’s attention and build desire for your product or service.
For example, let’s say you’re selling a dog training product or service.
What makes someone go online and search for such a product?
Here are just a few potential answers:
* The dog’s barking has gotten him or her in trouble with the neighbors. If the dog doesn’t stop, drastic action will have to be taken (surgery or pound).
* The customer had a bad experience in the past with an old dog and doesn’t want to make the same mistake again with a new one.
* The dog is causing family fights by tearing-up the home and not being potty trained.
* The dog is creating stress in his or her life by non-stop barking, jumping-up on guests, and not listening to orders.
If you look at these, there appears to be two key underlying concerns: Added stress and social embarrassment.
Through research and testing, you uncover what is the most important concern of your market. You can then address the most important concerns in your headline and early in your sales copy.
The less important concerns might still be addressed briefly and later in the copy.
With this said, a common temptation once these main points have been identified is to make exaggerated claims of how your product or service addresses them.
This is a problem because if you’re not believable, your sales suffer.
Instead, you need to think in terms of how you can back-up your claims.
Do this by first making sure your product addresses the main concerns in an effective way. And, second, by backing-up your claims with proof (testimonials, case-studies, video demos, screen shots, etc…).
The result is you stand-out above the competition and skyrocket your conversion rates.
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