Most of the time, your customer doesn’t fully understand their own problems.
It’s more common than you think: You want whiter teeth, but you don’t understand why your teeth are yellow.
You want to stop hair loss, but you don’t understand why it’s happening.
You want to hire in another country, but you don’t understand foreign subsidiaries and labor laws.
When your customer doesn’t fully understand their problem, they’re less likely to understand why your solution is valuable.
The copywriting technique you should try
Write out the top three things that are holding back your customers from solving their problem.
Then, write out how your product solves those problems.
Finally, work it into your marketing.
An example of copywriting in action
Here’s how that might apply to a tooth-whitening product:
Education #1
Your teeth are yellow because acids from drinks like coffee and wine have discolored them.
Solution: Our product uses whitening agents which cut through acid buildup and restore your teeth to their natural color.
Education #2
Your whitening toothpaste doesn’t work because it’s not strong enough.
Solution: Our product has ingredients stronger than you’ll find in any over-the-counter toothpaste, which means it whitens better than standard toothpaste.
Education #3
Many whitening products are dangerous and damage your teeth, making it even harder to get white teeth.
Solution: Our product is FDA-approved and extensively tested to be gentle on teeth, with the strongest whitening around.
Most of the time, copywriters only focus on the second half: The solution.
But sometimes, educating your customers beforehand is the trick to making the sale.
