It’s time to issue a warning…
If you’re too close to your product or service, you may not be capable of writing fantastic sales copy to sell it.
Why?
Because good sales copy sells a SOLUTION not a product.
If you’re in love with your product, it’s a natural tendency to talk about all the “cool” details and “amazing things” your product can do…
…when you SHOULD be showing the prospect what your product can do for THEM.
There’s a big difference between the two. And this quote clarifies it…
Theodore Levitt said “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”
Your copy needs to focus on the “quarter inch hole” more so than the drill.
Chances are, however, that if you created the product you’re going to spend more time focusing on the drill than the “quarter inch hole.”
That’s why it’s usually a good idea to hire a copywriter rather than write the copy yourself.
Even professional copywriters often hire others to write copy for their own products.
David Garfinkel, a legendary copywriter, hired me to write sales copy for his product because he felt too close to it. It’s common.
The worst thing you can do is be too prideful and try to go it alone. To be on the safe side, I suggest hiring a copywriter.
