Problem+Solution=Success
Oh hey, have you ever heard us say, "people don't buy products or services. They buy solutions to their problems"?
If you're shaking your head no, then we invite you to peruse Is pain the key to growing revenue? — Digital RevGen for some background! But if we're beginning to sound like a broken record, read on to learn how you can turn average copy into solution-solving copy that grows revenue!
If people buy solutions to their problems, your sales story needs to end with customer success.
Problem + Solution = Success
Your ideal customer will most likely buy from the person who has the best success story. Like every good Hollywood story or childhood fairy tale, people want a happy ending.
Compelling copy CLEARLY articulates what that success will be. So don't wrap the success story up in big words that make your reader pause and have to decipher what you're trying to say. Instead, state it simply in powerful language that leaves no doubt on how you can help them.
Some people feel the bigger the words they use, the more credible they will sound. But the goal with creating copy that converts is to make it simple, easy to understand, and elicit an emotion in your ideal customers.
The job search website Indeed makes its customer success very clear. They don't say, "Bringing employees and employers together to align personal and professional goals." They keep it simple. "We help people get jobs." Boom!
But even more frustrating is copy that never concludes its story. And we see this too often. Businesses that fail to describe how they will make their customer's world better miss a significant opportunity to demonstrate value. When you don't tell your customers exactly how your product or service will bring them success, they're left to make assumptions about the final result, and well, you know what they say when you assume...
Currently, there's a commercial for a law firm that drives me crazy! Maybe you've seen it. They show two men in their yards, and one is using an overpowered leaf blower while his neighbor cheers him on. A voice-over ends the commercial with "Size matters." But WHY does size matter? Maybe I want a boutique law firm that sees me and my case as a priority. Perhaps size does matter in the legal world, but they never explain WHY! How does their behemoth size bring me success?
And I like to make sure the success I describe aligns with the pain points that my customer feels. Your customers want to know that success means resolving the problems that are causing them the most significant pain.
For example, if they've been struggling to grow revenue and, as a result, feel like a failure, they want to know that by using your product or service, they will increase revenue and become the industry leader they always knew they could be.
When writing your sales story, always help your ideal customer understand how you will help them succeed in no uncertain terms!
Does your sales story end on a flat note? Schedule a complimentary consultation to learn how to end your story on a high note.
