What’s the difference between good sales writing and bad sales writing?
Let me show you.
Instead of saying, “Here’s my service,” say, 👉 “Here’s the problem you’re facing.”
Instead of saying, “Here’s what we do,” say, 👉 “Here’s the benefit you’ll get from solving it.”
Instead of saying, “Here’s why we’re the best,” say, 👉 “Here’s why the other options you’ve tried haven’t worked.”
Bad sales writing talks about what you want to sell.
Good sales writing talks about what they want to fix.
Apply Good Sales Writing to Your Business
When you write content for your service business, stop focusing just on the service you offer. Instead, think about your customers' struggles and desires. They don’t want to hear about your service features—they want a solution to their problem. They don’t care about your tools—they care about how you’ll help them achieve their desired outcome.
Ask yourself 👇
How can you make their life easier?
How can you help them achieve the results they’re hoping for?
When you focus on their needs and speak to their desires, that’s when your writing will connect, and the sales will follow.
The Takeaway: Speak to Their Desires
Next time you write an email, ad, or website copy, focus on your customer’s pain points and what they really want. When you speak to their frustrations and the outcomes they’re looking for, you’ll create content that resonates and compels action.✌️
Justin Hubbard
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