Mistake number 1: Focusing on the features of a product instead of the benefits of the product.
People basically buy things because of the benefits they will derive from it. People buy benefits, not features.. If I am thirsty on a sunny day, I will buy water not because I like the bottle but because it has to quench my thirst.
So, the first mistake most people make is that they focus so much on the features of what they are selling that they forget to show the benefits of the product.
What will attract people to buy is the benefits first before the features..
A feature is what it is
A benefit is what it does
Benefits like: saves time, saves money, makes you more healthy, reduces stress, etc. I am not saying you should totally ignore the features of the product, No. You have to put them too. BUT, don’t focus on them.
Mistake number 2: Focusing on yourself instead of the customer.
Everybody is looking for a way to get more money, not dish out anyhow… So, never make your marketing about you but about the person buying.
Don’t get carried away with the use of I, I, I, I
I am this, I do this, I used to do this… No
There is a place for establishing writer’s credibility but you just have to do it once and get out of the way.
Let it be about the customer.. Use the magic word you as much as you can.
This is what you stand to gain, this is what you will benefit, this how you can save more cash……Let it be about the person.
Mistake number 3: Not building enough credibility and trust
Do you know that people really want to buy from those/brands they trust and respect?
Sir, coke is number one because they have built a brand that is consistent and people trust them.
Coke in Kurudu tastes the same as coke in Trans Amadi.
One of the hardest things to part ways with is money, especially online. That is why you have to build writer’s credibility especially if they have never heard about you before.
So, you must answer the question, “why should people buy from me?”
What experience do you have in that field? How credible are you? Do you know your onions or are you just looking for money?
For example, I am regarded as one of the best copywriters in Sub Saharan Africa because I know my onions.
Sir, if you know your onions, you will eat your suya..
Until I write you again,
I remain your Chief Value Officer (C.V.O)
Emmanuel Akpe. (Pronounced A’kpe)
The prince of Copywriting.