Your product has two identities. But your customer buys your product because of just one of these identities. Oops.
See, when you pay $5,000 for your son’s braces, you aren’t buying a middle-aged man to follow you around in a white coat … nor are you buying stainless-steel rods to stick in your son’s mouth.
What you are buying are straight teeth. But not even that. You are buying what those straight teeth mean: beauty over bullying.
And I don’t run out to Lowe’s and drop $100 because I woke up dreaming about cordless drills.
I run out to Lowe’s and drop $100 because I want to finish that backyard patio this weekend, not six months down the road — and I want to enjoy it this weekend, not six months down the road.
So what does this mean for copywriters? What this means is you have to emphasize the benefits in your headlines and your copy …
In this 7-minute episode of Rough Draft with Demian Farnworth, you’ll discover:
- Two clear examples of people buying the product in action
- How to catch the eye of innovators and early adopters
- What a Swedish car manufacturer does to distinguish its cars
- The two identities of a product (and the one you should care about if you want to sell anything)
Rough Draft on iTunes
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