Society & Culture & Entertainment Writing

When Never to Use Benefits in Your Copywriting

Recently I was asked about how service businesses can get clients using copywriting.
And why I don't use a long form, multi-page sales letter to sell my services when most other copywriters do.
And the reason why is because I don't waste time trying to convince anyone of why they "need" a sales letter.
In my humble opinion, that would make zero sense.
At least, if you value your time.
And if you want to make life much easier on yourself -- by ONLY dealing with people ALREADY hot to hire you, instead of trying to "convince" strangers you're the last action hero of copywriting.
That's what makes the Internet so cool.
It sifts, sorts and qualifies people for you.
For example: If after reading my daily tips or my free eBook on my site, listening to my podcasts, and talking with my clients (whose names are right on the page)...
someone still isn't convinced I'm the guy for the job, then they SHOULD go with someone else.
At that point they aren't prospects...
they're suspects.
And they probably SHOULD go with someone who they do feel comfortable with.
(Hey, I'm not everyone's cup of tea).
Contrarian? Maybe.
But I must be doing something right -- as I can't even keep up with new client inquiries and refer them to someone else right now anyway.
And it's NOT because I'm some brilliant genius.
I'm not even close, believe me.
I simply understand how to sell.
And I understand that, at the stage where someone is already looking for a copywriter (and this goes for any service business - coaching, designing, consulting, whatever), they aren't looking for the benefits of an ad.
They're looking for someone they can trust.
So I'm all about building trust, not showering them with benefits (I don't think I have even one benefit on the page).
A concept that's like "sacrilege" to most copywriters.
Anyway, just my 2 cents.
I won't say my way is the ONLY way (it's not).
But it works pretty well for me.
And if you give it a try (regardless of what service you sell), you just may find it works for you, too.
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