When you’re writing marketing copy that will serve as the content of your website, brochure or other promotional materials, are you writing it for YOU, or for your AUDIENCE?
When a potential customer comes to a website, they’re looking to quickly understand where the value in that product or service is for them. We see a lot of websites and other marketing materials that do a great job of reinforcing how much the person who wrote the content knows about their business, product or service, but that say very little about why it matters in the end for the customer. (We’ve been guilty of this ourselves.)
As Harvard marketing professor Theodore Levitt said, people don’t want to buy a quarter-inch drill bit, they want a quarter-inch hole.
It’s the “so what?” test. You’re selling a widget that’s the best widget ever made at the best price possible? So what? How will it change the way I do what I do?
Are you writing marketing copy that sells the drill bit, or are you selling the hole? Does your website content pass the “so what” test?