“There’s nothing wrong with me … !”
Symptoms let customers know what YOU know When faced with beautiful art do you experience: Dizziness? A rapid heartbeat? Fainting? Confusion? Hallucinations? Yes?
“Then you have Stendhal Syndrome. Here’s what causes it, and this is what you can do to solve it.”
Product: In-Depth English Assessment Tool
Challenge #1: Customers didn’t recognise the solution “Would you like accurate English-testing?” “Not really...”
Challenge #2: Customers didn’t recognise the problem “Do you struggle with the levels of English in your business?” “Mmmm … Don’t think so”
Challenge #3: Customers didn’t connect the link between the problem and solution “Do you want to increase sales by improving English levels in your business?” “I don’t think that’s the problem with our sales...”
Identified what they DID know (SYMPTOMS) Difficulties communicating with international offices International projects running overtime and over budget Slower growth in new markets Limitations on supplier choice Struggling to source cheaper, international suppliers and partners
The problem with problems... Solution? Marketing training? Sales training? CRM software? Not enough sales Time management training? Leadership skills? Fairy godmother? Feng shui? Four-leaf clover?
Start with symptoms Frustrations Workarounds Time-wasters Unnecessary costs
Weave into your copy: 1. Here’s what you may have recognised (symptoms) 2. This is what’s causing them (problem) 3. This is what you need (cure) 4. This is what is possible with the cure (results)
@copyhackers CALLS TO ACTION HEADLINE? VALUE? REFLECT IT “I WANT TO ____” @copyhackers copyhackers.com #ctaconf
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