There is a lot of bad writing out there. Just look at the number of ads, website and other materials that scream about the person, and about their company, and about their solutions, but don't ever address the customer's problem. I recently read a great article Three Psychological Triggers in Your Message, on MarketingProfs.com
One in particular "trigger" that I find missing in my own writing is "relating to the problem". You have to demonstrate the problem effectively before you can move the reader on to the solution. If the reader doesn't agree that there is a problem, then it's likely they'll edit out the message, with a quick, "that's not for me", and move on to the next website, ad or article.
I try to have a quick set of is that so facts at the beginning of each piece that people can relate to the problem. To quote Dr. Phil, you can't resolve what you don't acknowledge.
Comments