The question that every client asks when they read your marketing material is: ‘What’s in it for me?’ If you write the answer to this question in a compelling and concise way, you are writing persuasively, because you are grabbing the reader’s attention and increasing the chance of a sale.
Most businesses write predominantly about themselves in their marketing material, but this can be a big sales-killer. To write persuasively, you need to focus more on what the client will get out of you rather than what you actually provide. In other words, focus more on the benefits rather than the features. The feature is the straightforward explanation of your product or service, the benefit is the positive outcome the client derives from your product or service.
You can find out the benefits of your business by placing the words ‘which means that’ after the feature. For example:
Johnny’s Hairdressing Salon specialises in style cuts (feature) – which means that – you get a haircut that makes you look attractive (benefit).
Dindi’s goat milk soap contains no chemicals (feature) – which means that – your skin becomes softer, smoother and requires less moisturiser (benefit).
Language that is too complex will only confuse the reader, giving them a reason to click away from your website or discard your brochure. Just keep your message crisp, clear, and uncluttered.
If the question is, ‘What’s in it for me?’, then the answer must involve the word ‘you’.
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The power of written persuasion comes in many different forms, this is just one simple strategy for how to write persuasively to help make a positive difference to your marketing material.
What are the benefits of your product or service? Go on, persuade us to do business with you by leaving a comment.
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