Watch Your Sales Soar with this Simple Writing Tweak

Writing about our business services or products should be enjoyable.

It should come naturally.

It’s our livelihood, how we live and breathe.

It’s what we enjoy.

We should LOVE to tell people about what we do and why they should join us, but therein lies the problem.

When we sit down to try and sell our products, we focus on trying to explain the offer because we’re so passionate and excited about it, listing all the details and specifications, instead of focusing on “Why” the customer should buy it which is the core of tenet of sales.

The “What” isn’t what makes people buy, it’s the reasons “Why” that make the sale.

We all know this. Almost instinctively.

We don’t buy a pen because it’s made of metal or has replaceable ink, we buy the pen because we need to write.

A common example of this mistake is when you look at a new laptop or gadget to buy.

If you go onto Currys right now and pick a laptop at random, when you scroll to read the description, you’ll be bombarded with SO MANY technical specs and features like “8GB Ram, 8 Hours Battery Life, Full HD Screen” etc.

Now, this means very little to most people because it isn’t addressing the NEED of the customer.

The customer doesn’t NEED a “Full HD Screen”, they need to be able to see all their beautiful photos and designs in crystal clear clarity as if it was right in front of them.

The customer doesn’t NEED “8GB RAM”, what they need is the peace of mind to know their computer can handle all their work tasks seamlessly without any lag or crashes to ruin their productivity.

The customer doesn’t NEED “8 Hour Battery Life”, they need to know that no matter whether they’re at home, university or on-the-move, the laptop will last all day without needing to be recharged so they can make as much progress with as little inconvenience and stress.

Can you see the immediate difference?

This is the number 1 mistake most people make when trying to sell their products, they focus on what they offer, not on why it should be bought.

We need to sell the reason “Why” AT ALL TIMES.

If the prospect can’t feel how something will benefit them, if an advert or description doesn’t make them feel the NEED for it, then immediately their mind will disengage from the pull to buy and the sale is lost.

A service based example is Wedding Photographers, I see so many when they list their prices focus on what each package includes.

“Online Gallery for a Year, Optional USB Stick, Wedding Consultation, 400 Edits, UK Travel, 10” Album, “Me as Your Photographer” (this seems to be a common feature).”

Now, don’t misunderstand me.

Features have a place in adverts and copy, but they should NEVER be used as the REASON someone should buy.

All these features are fine… but don’t speak to you as a prospective buyer to entice you to buy.

Instead, turning the features into needs is far more effective and will dramatically improve your sales.

Let’s try turning some of the features in the example above into sales enticing needs:

Features	Benefits/Needs
USB Stick with 400 Edits	Complimentary backup of all your beautiful photos of the most important moment of your life. Safe, secure and easily accessible. Ready for printing and re-printing for the rest of your life.
Wedding Consultation	Worrying about what the photos will look like or the style? Let me take those fears away. We will have a good long chat about exactly what you envision for your special day, what style and ideas you have to make sure your wedding is the fairytale dream you’ve pictured, come true.
10” Album	Included in your wedding package is a beautifully hand crafted album showcasing with your chosen favorite photos of the big day. A timeless keepsake showing your love story for all the years together to come.

This is how you grab your prospects' attention and make them picture the results and how it would benefit them.

Once you can visualize the benefits and how it will improve your life, it has an instant hold over your attention, wants and desires because it psychologically becomes more real and desirable than just the explanation.

It’s the NEED that sells, not the product itself.

These are exactly the sort of simple tweaks I specialize in and WILL make your sales SOAR.

Wanting to grow your business? Looking to improve your sales and conversions? Email me at benjamin@nextgenerationmarketing.co.uk or click the “Book Your Consultation Now” button and I will get back to you within 24 hours.