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One thing I've noticed over the years is that following cliche marketing advice doesn't actually give you good marketing. It just helps you avoid bad marketing. Here are two examples that say almost the same thing:
"Don't talk about yourself. Talk about your customers."
"Don't talk about features. Talk about outcomes and benefits."
I'm sure you've heard versions of those dozens of times. But they only take your marketing from awful to not awful. They don't make your marketing good, and they definitely don't make it great.
That's because your audience probably wants the outcomes you're promising already. So talking about how great those outcomes are doesn't persuade them much. Makes sense, right?
What Copy Creators Do Instead
Copy Creators realize two things:
Customers aren't buying the outcome you promise. They're buying the engine you use to deliver it. That means building trust and authority should be your main marketing concern.
Customers buy more when they like a brand and/or think it's unique in some way. That means injecting your brand and its value in almost every piece of content you create.
Think about it. If you struggled with acne, a sales page that talks about how emotionally painful this condition is and how great clear is would only persuade you a little bit. You already know those things.
But if a page did that, had a proprietary technology in their solution that nobody else had, and shared 100+ examples of social proof (before and after photos, reviews, etc), that would persuade more.
Don't sell benefits. Sell your brand and your proven ability to deliver those benefits. That's how you actually win in marketing.
- Charles
P.S. Whenever you're ready, Copyblogger can help you in 3 ways:
Copyblogger Academy - 9 full-length content marketing courses, Q&A, ongoing education, and a lot more.
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