Internet Copywriter

I was just on a web page looking up the root of a word and I saw an ad for weight loss. No surprise there. But the ad must have been for surgery because the image in the ad was of internal organs. I assume the stomach, I don’t know the human innards very well. And my reaction? Gross! What in the world are they selling!

Well, they’re not selling what the customer is buying! They are selling weight loss surgery, but the customer is buying weight loss. The best image to have there is one of a skinny person, silly advertiser! Sure, you use surgery to achieve the weight loss, so that’s what you’re selling. But that makes for a bad ad no matter how good your online copywriter.

Think about it…

You are selling mattresses but your customer is buying a good night’s sleep.

You are selling small business blogging software but your customer is buying search engine optimization.

You are selling sports cars but your customer is buying status.

Before you do any copywriting, blogging, small business email marketing, anything, make sure you get out of your head and into your customer’s: What is she really truly buying from you? Sell that!

Right now, answer the question: What is your customer really buying?

And about that word I was researching? Sure enough the words smite and smitten are related. This Seattle copywriter thinks that’s pretty funny!