After glancing at them briefly, I selected two brochures and held them up. The headline of the first one said, “We offer the best skin care products.” The second one said, “(skin problem): the Natural Solution.”
I asked the client which brochure was better. He looked puzzled, and indicated the first one. I asked why, and he said “the colour is better.” When I pointed out the headline, he had an “Ah Ha” moment.
People go to the internet because they have a problem and are looking for a solution. When your headline identifies the problem right away, they know they’ve come to the right place and will stay and read your web copy.
Generic headlines such as, “We offer the best natural skin care products,” “We have great customer service” or “We are leaders in the field” are vague and add no value. Busy people who read these tired phrases are likely to YAWN, and click away in moments, in search of a better solution.
After all, shouldn’t your customers expect great service and excellent products? To make your company stand out from the pack, you have to highlight what makes you unique.
Here are 3 tips to assure your web visitors that you provide a solution to their problems:
1. Zero in on their problem right away. Your headline and images should tell visitors that they’ve come to the right place. Make sure the headline contains your key words. State the problem or group you are targeting, and the benefits of using your product, using engaging language.
2. Put yourself in the reader’s position, and address their needs, wants, desires, and pain. Show how your products solve their problem when you write about your company. List the benefits first, followed by the features that support these benefits.
For example: If your skin care product is the solution for eczema, the benefits are that it is natural, fast-acting, and is safe for children. The features are that it is free of steroids and cortisone, and contains 5 natural ingredients, (which you would list).
3. Provide supporting scientific research to back up your claims about why your solution works. Use simple, clear language that anyone can understand.
Caution: If you provide scientific evidence, use a foot note or link as not everyone will read it or understand it. But for those who do, this research is invaluable.
For more fresh tips, be sure to download my free report: 5-Step System to Generate Fresh Customers Daily at www.Lyndagoldmancopywriting.com. Call for a free appraisal of your website at: 514 336-4339. I look forward to having a virtual organic coffee with you!