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

I read that recent Microsoft research shows that that we have shorter attention spans than a goldfish! I don't know how true that is, but it does tie into the trend these days towards limiting the number of words you use to get your message across. When I'm talking to a client about a writing project, I often hear that they want very few words, and the reason they give is that no-one reads long messages.

My take on this is: It takes however many words it takes to get your message across succinctly and persuasively and so that it fulfills your purpose. If the message is compelling, interesting and relevant to the person reading, they WILL read it.

However, that doesn't mean you can ramble! Your message still needs to be on point.

Think about it this way: if we only wanted really short messages, no one would ever read a book, watch a movie, listen to a lecture or even read a newspaper article.

The key is to make your message engaging so the reader keeps reading because they want to find out more.

That's the art in good messaging.

For a message that keeps your audience engaged, get in touch with me

Copyright 2019 Maggie Dennison