Does your copywriting grab your visitors' emotions (and their wallets)?

Focusing your copywriting on the people you want to reach

If you want your visitors to do what you want them to, you have to write from their point of view, not yours. Obvious, isn't it? Yet this key element is missing from a huge number of websites.

Why we overlook the visitors' emotions

Thinking of things from the seller's point of view comes naturally to us. We live and die with our products and know them intimately—even too intimately, sometimes, to recognize what our visitors are looking for in them.

So when we write about them, we think about what we put into them instead of what our visitors want out of them.

And that's fatal to compelling copywriting. They don't care about the features we thought would make the product more saleable; they want benefits that will solve their problems and enhance their lives.

Learning to write the way your visitors think

Start writing from your point of view. Write about your products they way you think about them. Write fast. Write whatever comes to your mind. And don't for a second fool yourself into thinking that what you write that way will be anywhere near adequate to put on your site.

After you've gotten everything out on paper in your language, go back and translate it into the way your visitors think. Look at everything with the thought in mind of "What will my visitor want to know?"

Translating your thoughts into their needs

Look at all of the features you listed and figure out why your visitors would feel that feature makes your product worth having. Get into their heads and their hearts and figure out what emotional benefits those features provide them.

For example, saying that a table is solid oak makes it appealing. You can leave it at the bare phrase "solid oak," and hope they'll make a connection with your table. Or you can tap right into the emotional benefits that make solid oak appeal to your visitors and grab their attention in ways that the bare phrase never can.

So what emotional benefits does "solid oak" suggest? Well, solid oak means quality as opposed to a lot of the cheap fiberboard furniture molded out of sawdust. Solid oak means that it's strong, it's durable and, assuming it has a quality finish, it's beautiful.

There's a sense of warmth and luxury to solid oak. So translate your features into these emotional benefits instead of leaving it at saying merely, "solid oak."

The power of stressing benefits

Don't count on your visitors to translate the phrase "solid oak" into all of these emotional benefits. Spell out the emotional benefits they're looking for. Engaging their emotions sells.

Don't settle for having them merely consider your products with their minds. Nudge them into actively desiring what you have with their emotions. And which way would you rather have have them looking at your products?

Helping you become the successful business owner you want to be.

LIKE THIS PAGE? ADD TO YOUR SOCIAL BOOKMARKS:BlinkDel.icio.usDigg
FurlGoogleSimpySpurl Technorati Y! MyWeb