People only care about themselves

Lesson Details:

This course is brought to you by AppyPie as part of our Academy series. so now we're gonna get started with the philosophy behind great copywriting and the first point which I've already mentioned a couple of times is people truly care about themselves no one cares about you they care about what you can do for them now I'm not talking about loved ones obviously they care about you but I'm talking about the people that are gonna be reading your copy they want to know what's in it for them and as an example do you pay attention to Hugh right the articles you read or do you read an article because you're really interested in the information being offered so I'm gonna take two examples here to illustrate this point so this is typical business writing that I'm sure you've seen something like this before our business has been serving people for over 20 years we started as a small independent wholesaler and now we have over 400 clients our excellent commitment to service has led us to ship higher quality products than our competitors and I see writing like this all the time but if you take a second to look back at this paragraph if I want to do business with whichever business wrote this paragraph what's in it for me I don't see anything about me it's all about how their business has been successful how they have over 400 clients and it really doesn't grab my the attention I don't think they can solve my problem so if we were to rewrite this it could be something like are you tired of wholesalers that don't deliver what they promise do you feel like your needs are being neglected we have built our business around customer service which means you will never wait for more than 24 hours to receive delivery so here we've just done some minor alterations to this paragraph and now it's all about me and how this business is going to directly benefit my business so as you can see using that mindset that people only care about themselves is really effective.