This is the second in a series of articles on copywriting for the web. One of the things that stops web marketers cold in their tracks is learning 풀싸롱  effective copywriting. We have all seen sales pages that sing and we have all seen sales pages that stink and we often fear we will fall somewhere closer toward the later. There are, however, some simple things to keep in mind when copywriting for the web. I will go over one of them here: What the Customer wants.

Almost everyone, almost everywhere, has one thing on their mind: “What’s in it for me?” No matter what they are doing, who they are listening to, what they are reading, they want to know how it will affect them personally. This is part of the human condition. Knowing that, we can use it to our advantage when we write our sales copy.

It is such an important concept that some of the marketing geniuses actually turned it into an acronym: WIIFM – “What’s in it for me?” (Or WII-FM – the marketer’s favorite radio station.)

Many people have heard this acronym, but what does it really mean?

Well, as you write your copy, always have in mind how your reader will see it. And they will be looking (usually subconsciously) through the filter of, “well, that’s fine, but what’s in it for me?” They may think it’s cool that the engines in your car have green semi-hemi super-turbo gasket flanges, but how will that enhance their lives? Will it make their car go faster than anyone else’s? Will it leave their pursuers in the dust?

When looking at WIIFM, you want to stress the benefits. These are the things that will improve the lives of the reader if they purchase your product or service. You must tell them the features, the things it has, but to be really effective, you must also tell them why they should care about those features. And the more you can use their emotions to do so, the better.

 

Categories: Business