It’s a fact that most consumers have no idea what they need.


As a consumer we know what we want to achieve, what desires we want but we have absolutely no idea what we need to do to or get in order to achieve that goal.

Quite often what consumers think they need to do to achieve their goal is the complete opposite of what they actually need to do.

This causes copywriters and bloggers with a dilemma. Should they write what their audience wants to hear or what will actually allow them to attain their dream?

For bloggers the answer to this question is far easier than for copywriters.

A blogger’s job is to provide content that is going to amuse, entertain and educate their audience in the market that you’ve chosen to blog in. That means that you should be slowly educating your audience on how they can achieve what they want to, even if it’s not how they thought.

Blow away myths, show them proven approaches etc…

By doing this you will build a strong and loyal following.

But when it comes to selling your products and services it’s a different story. When you’re selling you need to walk the tightrope.

It’s a careful balance of appealing to their emotions and benefits whilst setting realistic expectations.

And this is where most people fall down.

If you have sales copy that is too focused on what they need to do in order to achieve their desires, unless this happens to be aligned with what they think they need to do then you’re not going to get a good conversion rate.

After all why would you buy a product that says it is going to help you in a way that you don’t think is what you want!

You wouldn’t. And neither will your customers.

On the other hand, if you appeal hugely to their emotion and beliefs in your sales copy knowing that this isn’t what they need to do then you’re going to end up in one of two situations.

They buy the product, the content of which follows the process your customer thinks they need to take to achieve their goals and…

…they fail to achieve anything they wanted because what you’re getting them to do isn’t actually what they need to do.


They buy the product and it tells them to do something completely different to what they thought it was going to show them how to do.

Either way, only one thing happens. Your customer asks for a refund!

It’s a strange truth that most people want to buy products that confirm the way they thought they should do something is the right way.

So what is the best way to write?

Well, if you’re at all unsure then you should always write more to the benefits and desires than what your product does.

Writing about what your product does will pretty much guarantee you’re not going to make many sales.

Always ask yourself if you were interested in buying your own product what would you be searching for, what emotions would you be feeling.

Use this as the basis for what you write, but try and put a touch of expectation that the process may not be exactly what they’re thinking of.

You often see this in sales letters in the form of:

“But then I found a solution which shocked me”
“The method I discovered is going to amaze you!”
“I couldn’t believe that nobody had thought to do this before.”

These kind of story hooks gives your buyer a subtle heads-up that what you’re going to share with them when they buy your product may not be exactly what they think they need but will definitely solve their problem.

The ultimate goal is to have a sales letter driven by emotion and a product that provides your customers with what they need to succeed.

Get the balance between these two right and not only will your customer base explode, they’ll become fanatics of you, your products and services and promote them for you free of charge.

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