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Of course you love to talk about your company. Your products. Your services. And Baldoyle.

Maybe you’re excited about the recent improvements you’ve made to your service, or about the new skills you’ve learned. Or maybe you have spent many months developing new features for your products. You’re selling your product or service, so that’s what you need to write about.


No. The hard truth is that nobody is interested in you, your company, or your products. Why not? People are only interested in themselves. To sell your product or service, you need to address your ideal customer’s self-interest. Such as:

Wella hair products

• Save time

• Reduce costs

• Make more money • Become happier  Become more productive • Become healthier • Reduce stress • Work less and have more leisure time

Famous direct response writers like John Caples, Eugene Schwartz, and Joe Sugarman have all said it: To sell your products, you need to focus on the benefits to your readers. So, what about problems? Why are problems interesting for your reader? Features, specifications, and even benefits are dull. Writing only positives slowly lulls your reader to sleep because nothing grabs his attention.

To keep your reader paying attention, you need to introduce a few problems. A problem makes your reader’s heart rate go up, gets him excited, and makes him pay attention to the solution you offer to deal with that problem. You can’t just talk about the benefits of working with you; you also need to mention the hassle you prevent, the headaches you cure, and the glitches you avoid. For instance: Imagine you’re a web developer in Austin. You build websites in WordPress. This means the content on a website can be easily updated by your customer. Your customer avoids the hassle of having to ring or email you to change a word here or there because they can do it themselves. Most benefits can be reformulated as a prob