Examples: "It's a ___(what?)___________ that does __(What?)_____ for (Who)_______" OR "It's a _____(What?)_______ that helps _____(Whom)_____ do______(What?)___" OR I help ______(who)______ do/get/achieve/ _____(result)______ so that they can ______(end results)_____
Think both demographics and psychographics if possible. So "single mom between 35-45" would be a demographic, and "...who wants to home-school her kids because she distrusts public education" or "who is at the end of her rope balancing work and home life" would be psychographics.
Time to dust off your acting skills. Imagine you are your customer, being asked to share your feelings about the problem she is facing. For the next few questions, fill in the blanks, as if you were complaining or explaining your feelings about the problem AS "her." Write as many examples for each one as you can think of. Don't edit or erase. If one of your answers jumps out as REALLY juicy to you, put a star next to it.
Don't mention how your product comes into it. Just paint a picture of life after the problem is solved or the goal is achieved.
"I feel _____ now because ____
"Now I can
Think of the ripple effect solving the problem could have on other areas of her life or business. For example, losing weight could be great for her health, but also for her family because she has more energy for them, her love life because she feels more attractive for her mate, her career because she feels more confident and looks more capable to her superiors, and her mood because she loves the way she looks. Fill in as many of these as you can. We may not use them all, but you may find extra benefits that will strengthen your copy.
For example, if your product helps with relationships, your customer might also try going it alone, hiring a marriage counselor or talking it out with her friends.
You might mention how many people you have helped, how much money they made, etc. OR you can share general statistics from your industry, i.e. how many marriages end in divorce or how many young couples fight over money.
Your expertise can come from your professional experience (25 years as a marriage counselor for example) , OR it could be your own story of overcoming the problem your product is designed to solve. Were you once where your customer is now? ("My marriage was headed off a cliff... and here's what I did to turn it around").
What elements does your customer receive? How long does it run or how many modules are there? What are the pieces or elements they get?
For example, if you are giving mp3 recordings of your class, a benefit would be the ability to review the material again and again, or catch up if they are unable to attend the live class. A good way to find the benefit of your feature is to add "so that". "The course is being conducted online, so that you can attend from the comfort of home and save travel time and costs."
HINT: Is there any especially valuable feature or element you are including with your product that you could separate out and designate as a standalone bonus? Examples might be assessments, consulting time with you, software or apps, a community element such as a forum or Facebook group.
WHEW. You're done.
NEXT STEPS: Please send an email NOW to me at firstname.lastname@example.org and copy my assistant Sharon at email@example.com to alert us that you've completed this.
In the meantime, why not gather testimonials and details of bonuses you will not have included in the form so they can be added as we go.
Don't have these yet? Go get 'em! There must be lots of folks who have nice things to say about you 🙂
It's so exciting to be collaborating with you!
P.S. Questions? Hit us up at firstname.lastname@example.org