In matters of love, I hold myself in pretty high esteem and confidence…
In marriage, sure I did ok, both times.
But the marriages did not last.
One might even say “failed.”
And the temptation–when hopes and efforts are abandoned–is to feel like a failure.
But I know I’m good at love, and that I’m a good man, and that I was a good husband…
So, what gives?
In studying copywriting and marketing, it’s easy to draw analogies between marriage and business because both are grounded in relationships and are made of the same elements of human emotion and psychology.
And the lesson in love is the same as in your business: people who love you or love your business are enamored, moved, and sold, by the way you benefit them.
It doesn’t matter if you’re a “good husband” or if you manufacture a new kind of dental floss that uses proprietary ionizing technology for a smoother glide.
You have to be of good use!
The “good” husband must pay the rent or do something other than just carry the title; the new kind of floss must save me from painful cavities seeking to torment me for my sins of peanut butter cup gluttony…
What is your benefit to your consumer?
This is a common mistake many businesses and professionals make: they focus on the “features” of the product instead of how your products or skills benefit the customer.
This is the bird’s eye view of copywriting that every project needs to start with.
Just this simple perspective shift can really impact how well you turn website visitors into paying customers.
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