Which is most important in selling your services or products: WHAT you're offering or WHY someone would need it?

About a hundred years ago, a famous copywriter called Claude Hopkins wrote that the WHY of what you're selling matters more than the WHAT. And since human behavior and psychology doesn't change that quickly, his words are still very valid.

He was a huge proponent of 'reason why' words and he turned out to be one of the most influential marketing and advertising writers of all time.

I can say: "I write marketing materials.' That's WHAT I do. But if I say: "I create words for your website, flyers and postcards so they get the attention of your ideal clients" I'm telling you WHY the service would interest you.

Or if a Search Engine Optimization specialist says: "I do search engine optimization", that's different from saying: "I make sure your website comes up on the first page of Google so people can find you easily."

What would excite someone about what you sell? With that focus, your words have more power to connect and engage, and you have a greater chance that someone will respond to your message.

If you'd like to dig more deeply into the WHY? of your message, go here to get in touch with me. and let's talk.

All good wishes, Maggie

Copyright 2019 Maggie Dennison