The One Question Your Prospect Cares About... And Why You Must Answer It
Many websites send prospects away empty handed. Here's how to avoid this mistake.

Social Media Copywriting can help you significantly increase your Social Media Marketing campaign success.

For example you can:
• Increase lead generation through your website or blog
• Have happy customers tell their friends and peers about you
• Build your brand
all quite cost effectively.

But if you fail to fully answer the most important and only question your potential prospect has you render your entire campaign useless.

The question you must answer for your prospect is… What's In It For Me?

But if this question is so important why do the majority of websites, marketing material and sales pages fail to even address it?

Picture this for a moment.

Company ABCD has a website and has recently set up a new blog. The team maps out a series of posts, inviting participation from key departments, and eagerly looking forward to engaging with new users. Having a blog was timely as the company had a suite of new products coming online and this would be a great way to get the word out and get input. They were excited.

Posts included information about the company, products and services, goals, commitment to customer service and excellence, and so on. Since this was existing material it wasn’t hard to have content up in a relatively short time. They also included some interesting free case studies, whitepapers and downloads for visitors to the blog.

Weeks passed with little or no response to their free offers. Enthusiasm understandably, began to wane. It was certainly hard to get traffic. Discouraged, they wondered why people were coming to their blog, but leaving - uninvolved. What was the problem?

Company ABCD is fictitious; however the scenario is all too common. Company ABCD (like many companies) forgot about the five most important words in copywriting and, for that matter, in marketing.

What’s In It For Me?

Your customer, your prospect, your reader - really doesn’t care about your vision, commitment to excellence, great customer service or strategic mission statement. Neither are they interested in your product features - except to the extent these meet their precise needs. They care about themselves, their problems and how you are going to grant their wishes and desires, solve those problems and remove their frustrations.

So they want to know how your product or service will:
• Make them richer
• Make them more admired
• Help them look good to their boss or team
• Get them that bonus or promotion
• Save them time
• Save them money
• Reduce risk
• And more.

So why not tell them? Instead of sending prospects away wondering what’s in it for them, focus on them and answer their questions. You must tell them exactly what’s in for them (and specifically its benefit to them) when they download your free whitepaper or sign up for your free e-zine or other offer.

With Social Media Copywriting rules you can ensure you answer the most important question for your prospects. The 19 “New” Rules of Social Media Copywriting gives you at least three Social media Copywriting rules that, if followed will help you write copy that clearly tells your prospects what’s in it for them:

• Get to know your audience on a deep level (Rule #5)
• Start Conversations (Rule #7)
• Be a mirror, and tell them how your service or product meets their business and emotional needs. (Rule #9).

To help marketers get the most value from their social media marketing initiatives I've created the definitive guide to understanding Social Media Copywriting. You can request a free copy at the link below.

Nicky M. Jameson is a results-oriented B2B and Social Media Copywriting Expert who helps mid-sized and entrepreneurial technology companies stay profitable, competitive and successful. She’s the author of the ground-breaking report The 19 “New” Rules of Social Media Copywriting. Get yourself a free copy of this special report at http://copywritingstudio.com/special-report.html .

by Nicky Jameson - 23rd June 2008

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Source: EZine Articles

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