If you’re ready to finally have a business you love more than warm brownies with ice cream… a business that consistently makes more money than you can spend, answer these 2 questions right now.
Ready?
Once your clients have worked with you, what will they have that they don’t have now?
And why should they care about that?
Okay… let me help you with your answer.
See, last month during the Copywriting Cabaret, I shared a 3-question checklist you can use anytime you want to transform your rough and raggedy first draft of copy into a client-attracting, money-making, mesmerizing masterpiece.
And one of those questions (one of my favorites) is: “So What?”
This question is going to help you answer the first two questions I posed at the beginning of this article so you can get your groove on when it comes to communicating the incredible, life-changing value you provide your clients.
“So what?” or “Why should I care?” are such a great questions to ask anytime you’re creating a new offer (or promoting an old one), and you need to come up with the perfect copy to make people crazy-mad for that offer. You can use it as a prompt to write your rough draft… OR you can use it to take your rough draft or current copy and give it the punch, power and persuasion it needs to captivate and convince your ideal clients.
Let me use myself as an example.
I’m creating a new one-on-one, 3-month coaching program that will help you:
- get exquisitely clear and confident about who you are, what you do, what makes you unique and why anyone should give a damn.
- discover and develop the specific words (the copy) that communicates all of the above in a way that makes your ideal prospects and clients wake up, pay attention, lean in and say, “Oh, I gotta get me some of that.”
- create an arsenal of captivating copy that you can pour into your website, sales pages, emails, blog posts and more so it’s easy for you to create marketing that brilliantly expresses your message and gets people excited about working with you.
Okay… that’s not bad, right? Pretty clear.
But if I read that over, pretending I’m my ideal client who is asking herself, “So what? Who cares?” I have to dig deeper to get closer to the bone of what my client really, really wants.
My answer might be:
Well, when you’re 100% confident in who you are, what you do and the unique value you offer others… AND you can clearly communicate that in a way that gets people aching to work with you, you’re going to attract a slew of new clients.
But not just any clients. Perfect clients. Clients who, by reading your message, already know you’re the one they’ve got to work with.
Plus, anytime you have a new product or offer, you’re going to get mind-blowing sales. Because you’ll know exactly what you clients want to buy. And you’ll have the words, the copy, that lets them know your offer is the answer they’ve been waiting for.
And just imagine how much easier, faster and a lot more effective your marketing is going to be. Because anytime you need to whip up a new web page, landing page, sales page, promotional email, whatever, you’ll know exactly what to write and how to write it.
Wow, right!
Now I’m cooking. I’m into more of what my client really wants. More clients. More sales. More ease. More power.
But I’m not going to stop there. Let’s ask the question again. “Well, yeah. So what?”
My answer:
Think about it. If it’s incredibly easy for you to attract a ton of perfect clients who are already sold on what you do, and you can quickly and confidently express the power and brilliance of what you offer those clients, and you can get mind-blowing sales every time you introduce a new offer, what’s going to happen? You’re going to make more money than you can imagine.
You’re finally going to breathe a big, fat sigh of relief. Because you’ll have the business you’ve always wanted. A business that not only allows you to do the work you love – the work you’re good at – but consistently brings in an income that fully supports your dream lifestyle.
And one more thing.
If 5 years from now, you get a hankering to do something else… like move to Paris and open a bookstore on the left bank of the river Seine, you’ll know exactly what you need to do to make that bookstore a phenomenal success. Because you’ll know how to identify and clearly communicate the unique and utterly irresistible qualities and services of that bookstore in a way that makes people want to rush in, stick around and buy lots and lots of books.
Can you see how, just by asking “So what?” over and over again, I’ve drilled down to the deeper needs and desires of my client?
She doesn’t really want to learn how to write her own copy. What she wants is more clients. She wants her business to be a raging success. And she wants that success not only to pay her bills but to make the kind of money that gives her a lot of freedom, a lot of options.
Okay, now it’s your turn.
- Choose one of your programs, packages or products and briefly describe what it is and what it will give your clients. Or use the first question at the beginning of this post:
Once your clients have worked with you, what will they have that they don’t have now?
- Read what you’ve written as you pretend to be your most skeptical prospective client, and ask, “So what? Why should I care?”
- Answer that question by drilling down to real reasons your client should care about your offer. How will it move her closer to what she really wants? How will it change her life? How will it make her life/biz/relationships/health/finances better, richer, happier?
- Then, if you want to, drill down even further to get to the bubbling molten core of your answer to the question, “So what?”
Try it. Now. Do it here in the comments below. Not only will you get some hot copy to communicate the value of your offer, every reader of this post will know more about what you do.
Go for it.