Sep 12 2007
I’m not interested in what you want to tell me… I just don’t care…
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I’m not interested in your fabulous new building, I’m not interested in your new menu, I don’t care what you say about your earth shattering service, so save your breath and don’t waste your hard earned money bragging and boasting about it in advertisements.
It’s not that I am particularly insensitive to my fellow man, (O.K. that is arguable) it’s just that I have the same human failures as most others… the sad fact is, I am far more interested in me than you.
And if you want to grab my attention and get me to act, you are going to have to forget telling me stuff about you, and start seducing my interest by telling me how all your fabulous stuff will BENEFIT ME.
You must convert all those fascinating FACTS into BENEFITS, benefits to me.
This is how you can go about it…
Write a list of the 2 key things (facts) you want to tell me, it might be something like this…
Fact 1. You have a great new menu.
Fact 2. You have great service (doesn’t everybody)
Your next job, is to take each of these facts and convert them to benefits to your potential customers.
You achieve this by asking one simple question immediately after you state each fact, the question is… which means?
I know this looks a little difficult in writing so lets write it out a little clearer…
First the fact “You have a great new menu”
Now you ask the question… Which means…?
Now your job is to provide an answer, and the answer must be a self serving benefit to the customer, it might go something like this…
I have a great new menu, which means you now you will enjoy fresh local fish no longer than 2 hours from the ocean.
O.K. let’s take the next fact… You have great service
Now the question… Which means…?
We offer you great service which means you won’t be frustrated by long delivery times and be embarrassed by mistaken orders.
By this simple act of rephrasing you are far more likely to get potential customers to read your Advertising material. Each fact now talks about specific benefits to me.
I challenge you, right now, to go and get a copy of every item you currently want your customers to read, and check how often you are breaking this vital rule.
