Now comes the time to present your offer.
Do you remember the six steps to ‘visitor conversion’? The six steps are:
- Do I trust you?
Do I believe you?
- Do you understand my needs?
- What’s in it for me (WIIFM)?
- What do you want from me?
- Is it worth it?
In the ‘overview’ section of our web page sales copy we are looking to address the fourth step – “what’s in it for me” (or “WIIFM”)?
The best route to the fourth step is by showing benefits. Remember, people do not buy a product/service because of the features. They buy an end-result. They buy what a product/service will do for them. Remember: “customers don’t want 12mm drill bits… they want 12mm holes”.
This is the section where you should use your USP (in all its glory!), if you haven’t already.
Think back to the list of goals for our target customer, with each of the benefits associated with those goals. This is where you will focus on these benefits.
Use bulleted-lists whenever you can. Keep things as clear as possible. Don’t be afraid to really elaborate and give your reader substantial detail. Your reader is interested in your product/service (which is why they are reading), so give them what they need, just keep it as benefit-focused as possible.