People make buying decisions based on emotion, but they justify their decision with logic.
That means your marketing content has to reach them on an emotional level. And that needs to be your starting place, not an afterthought.
It’s also more kind if you start with showing your genuine understanding before you jump to inviting them to sign up.
Here’s the gist of how to do that.
To reach someone on an emotional level (meeting their most pressing concerns), your service description should start with the benefits of what you’re offering. Benefits for them might be: feeling more relaxed, or saving time. You get the idea.
Then, once the reader knows what’s in it for them, they might be open to hearing about the features of your services, like what’s included.
If you tell them the features first, you’re focusing on your perspective, not theirs. You’ve lost ’em.
Your Mantra: Benefits, then Features
It’s can be hard to remember to think about someone else’s perspective first. So, you need a copywriting mantra to get there. You can write your copy in any order you like, but in the final editing stage, put the benefits to them, before features.
You can gain their trust with your empathy and your offering to help with that concern, and then it can lead to taking action after they see the facts. You need both empathy and facts, but in the right order.
What Else Must Be Included
Benefits and features are just one part. Your content also needs proof of credibility, and ending with a clear call to action.
Above all, keep the reader’s perspective in mind and connect on a heart level. Have someone else read it to make sure you got it right.