What do people want to know most about your business, products, programs, and services?
The answers to these six questions:
QUESTION 1: “WHAT AM I GOING TO GET OUT OF THIS?”
The first thing people want to know as soon as they are presented with a piece of copy is this: how is reading & taking action on your copy going to positively impact their life?
Is it going to help them solve a big problem they’ve been dealing with?
Is it going to provide them with a tool or information that’s going to make their lives easier or more enjoyable in some way?
Whatever big impact your offer is going to have on their lives, THAT’s what people most want to know BEFORE they even get into reading your copy. So make sure you answer this question first and you will do a better job of ensuring that people keep reading!
QUESTION 2: “HOW WILL THIS OFFER OR INFORMATION BENEFIT ME?”
What are all the different, specific ways your product or service is going to benefit your ideal clients or customers?
How is it going to improve their life, increase their joy, fill them with relief, or confidence, or strength, or make their lives easier?
The more your copy highlights these different benefits and makes it easy for people to visualize themselves experiencing it, the more deeply engaged they’re going to be in your copy and the more compelled they’re going to be to ACT on it.
QUESTION 3: “WHAT DOES IT INVOLVE OR INCLUDE?”
What are the specific details of your offer? How big is it, how long does it last, what different ingredients or elements are included in it, and how does it work?
Be sure to focus on the information that you think is going to be most important to your ideal customers or clients – and describe it in the terms and language that will be most meaningful to them. This makes it easier for them to visualize themselves experiencing the benefits of your offer.
And the easier it is for them to visualize themselves experiencing it, the more likely it is they will take action on it!
QUESTION 4. “WHY SHOULD I CHOOSE YOU?”
What makes you the ideal person to offer this solution? What can YOU offer that others don’t?
What specific skills, experience, or qualities do you have to be the ideal person to give your ideal clients or customers what they’re looking for?
Before they hit that buy button, people are going to want to know what makes YOU the person they want to do business with!
QUESTION 5: “WHAT DO OTHER PEOPLE THINK ABOUT IT?”
What do the people who have taken action on your offer think about it? Did it live up to their expectations and deliver on the promise you make?
This is often the clincher that gives people the reassurance they need to take an important action and hit the “buy” or “register” button.
QUESTION 6: “WHAT DO I HAVE TO DO TO GET IT?”
What specific action do people have to take in order to enjoy the wonderful experience you have just promised them?
Whatever it is they need to do, it’s a good idea to make your answer to this question super clear and obvious in your copy, so people are easily able to identify it at a glance.
When your call to action isn’t immediately clear and obvious – or it’s hard for people to understand what they’re supposed to do – the AMOUNT of action you get will never be as high as it could be.
So those are the 6 questions people are going to want to see answered in your copy.
It doesn’t matter who they are, or what kind of business you have, or what your offer is.
If you do a good job of providing clear, effective, and empathy-driven answers to these questions in your copy, you will see a higher level of engagement and action on your landing pages, emails, ads and more.
