The first question you should be asking is…
What does my reader need to get from this piece of copy?
If you can’t answer that, put down your pen or tuck away your keyboard and go and do some field work. Ask people, put out a questionnaire. It’s probably not the right time to be writing. If you do know, keep going.
Think about this living, breathing person sitting in front of you. What motivates them? What do they want less of in their life, what do they want more of? How can you make their life easier?
What’s going to stop them?
Whenever anyone comes to a webpage, a post or an article, if you’ve written your headline well and kept them interested long enough to actually read your body copy, they’re likely to have a caseload of questions in their heads. Your job is to get inside their minds, use your powers of deduction and answer them. That’s all you have to do.
Consider what’s going to stop them adding your product to their cart or signing up for your next course or buying your book. Is it a lack of information, are they worried about paying online? Have other people benefited from what you’re offering and if so what did they think of you? Maybe they’re just too shy to show up on their own for one of your courses and need an incentive to bring a friend for half price?
When you spend some time working out what makes your ideal customer tick and putting their minds at rest, they’ll know you have their best interests at heart and will be much more likely to trust you. Conversion will happen naturally.
Now, where did I leave my magnifying glass…?
Happy sleuthing! Til next month,