Be a Better Writer Blog

Benefit-Driven Copy or, What Can I Do for You?

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"If you're not part of the solution, you're part of the problem."  - African Proverb

As a writer, it took me a long time to admit the painfully obvious truth- not everyone cares about what I have to say.  There, it's out.  This is the first step to healing.  The good news about this painfully obvious truth is that there is a cure for copy that nobody cares about.  It's called "What can I do for you?" writing.

The fact is, many people who do SEO copywriting understand the rules, principles and techniques behind optimized content.  The problem they so often have is with perspective.  Who are you writing for?  Because if you're writing for yourself, then your client needs a refund, and fast.

Believe me, I understand.  We do tend to get caught up in what interests us.  We fuss over crafting our sentences and sounding erudite and stuff like that.  That's OK, except that NOBODY CARES.

Readers (i,e, interested potential customers) want to know what you can do for them.  How does your information provide a benefit to them.  Think about it from their point of view (a good exercise to do in any case).  If you wanted to know more about how much money you could save by replacing your furnace, and all you were getting was information about formulas that techs use to figure out furnace size and BTUs and energy calculations, you'd click away, wouldn't you?

Well, so will the people you're writing for, unless you make it clear why they need to read your copy.  "Replacing your old furnace with a high-efficiency unit could save you $300 per year." "Here's how you can save money on your heating bills this winter".  "Energy saving tips that reduce your energy costs".  Oh yes, people love to save money.  So tell them how to do it.  They will be grateful.

And, maybe, come back for more information later, when the air conditioner stops working, or the kids stuck something down the register, or they detect a funny smell coming out of the duct.  You want to be the go-to information source?  Create benefit-driven copy that targets people's needs, problems and frustrations.  Create solutions.

Here's a helpful tip: Next time you finish that awesome article for a client (or for yourself, for that matter), and you're feeling good and telling yourself how well-written it is and how nobody couldn't like it and aren't you special, take the time to go over it again.  In fact, step away from it for awhile.  Come back to it- this time as the reader who wants to know why he should be reading this stuff.  Does your copy answer questions?  Does it solve problems?  Does it give clear, concise advice, tips and tricks that people will find useful?

Because if it doesn't, then it really isn't saying anything.