What My 4-Year-Old Daughter Taught Me About Writing Persuasive Copy

Published: Tue, 01/19/10

:
 
If you're a parent and your kids still live at home, you likely use a powerful copywriting technique every day that you can apply to your marketing materials.

 

This strategy is simple because all you need to do is respond to a one-word question ...

 

"Why?"

 

Mary, my 4-year-old copywriter-in-training, frequently emphasizes the importance of answering this inquiry in any marketing piece. Give her a command, and I can usually predict her response with amazing accuracy ...

 

"Why?"

 

Respond to a question in a way my daughter doesn't want to hear, and the reply is the same ...

 

"Why?"

 

I bet this three-letter word is an over-used term in your child's vocabulary as well.

 

Regardless of your industry, your prospects think just like your kids. In fact, you may want to consider imagining them as children (that may not be a stretch for some of you) because they often ask the same question. The only difference is most prospects do it mentally -- often without realizing it.

 

Persuasive marketing materials offer compelling reasons that target objections. Here is a checklist to help you answer your prospects' most common "why" questions:

 

·         Why is your prospect the best person for your product or service?

 

·         Why are you the most qualified person to provide your product or service?

 

·         Why is your offer for your product or service beneficial for your prospect?

 

·         Why is now the best time to buy your product or service? (What will your prospects miss by waiting or never buying?)

 

·         Why is your fee a reasonable amount (or, even better, a bargain) for your product or service?

 

Please feel free to share this e-mail with the people in your network.

 

Sincerely,

Tom Trush

 

Get more free articles, videos and expert interviews at http://www.writewaysolutions.com/blog. Also, if you have a copywriting or marketing question you need answered, just click reply and your message will come directly to my personal inbox.

 

P.S. Although you've now answered your prospects' "why" questions, your work isn't done yet. There's still another subconscious question you can't afford to ignore: http://www.writewaysolutions.com/blog/236/the-subconscious-question-your-prospects-can%E2%80%99t-ignore/.