1. First, make sure everything is about …THE READER!
Listen, as much as we want them to be fascinated by us, our story, and our “stuff”, the fact is they don’t care about that.
They care about THEMSELVES so everything you write needs to always “tie in” to how it can help THEM.
2. Even more important than “THEM” is their RESULTS.
For example, if this article was all about ME and how great of a writer I am, you’d leave, right?
And if I made it all about YOU and how YOU need to write good articles, you might read some of it …but you’d ultimately leave because you know that already.
But you’re still here and you’re still here for one reason: We’re talking about the RESULTS YOU WANT.
In this case, we’re talking about how to influence people with content.
Doing that leads to SALES, and sales lead to MONEY.
And that’s probably why you’re here, right?
3. Use the magic words ,“so you can”.
Everybody’s going to tell you that when it comes to talking about your products, you need to make it all about features and benefits.
Don’t listen to them.
If you want to actually sell, you need to explain how the benefit directly relates to the results your readers want to get.
The “so you can” language pattern is perfect for this.
Here’s an example.
Let’s say you’re selling a course on copywriting, and you’re including a swipe file. Now, the novice would say something like this: