How “You-ish” Is Your Copy?

Posted on September 11th, 2008 by Larry Chase

So much sales and ad copy is overblown, chest-thumping hype that means less than nothing to the reader. The reader is interested in one thing only, and that is the reader’s own self-interest.

So don’t talk features, talk benefits and what’s in it for the reader. Marketing guru Robin Woods says each reader is a radio station with the call letters WIFM, which stands for “What’s In It For Me?” He’s 100% correct. Your copy has to pay off WIFM, otherwise they’ll tune you out and your response rate will be awful – so figure out the phrase that pays. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.