I'm reviewing Maria Velosa's Web Copy that Sells, 2nd Edition, recently released. Her 5 simple steps for writing on the web are:
- What is the problem (pain, predicament)?
- Why hasn't this problem been solved?
- What is possible?
- What is different now?
- What should you do now?
Question #2, Why hasn't this problem been solved? This is a great opportunity to address the challenges your readers and potential customers face.
You have a chance to show you understand your readers well, and you have an expert's understanding of the subject matter. You can delve into the history of the problem, providing insights they may have never thought of.
The answers to this question serves to build audience anticipation for a new solution you're about to reveal.
- How is it they haven't solved their problem?
- Why is it that traditional solutions aren't working?
- Why are they still stuck?
- What's new about this situation that contributes to more frustration?
This is where you can really hook readers into your story. Yet so many blogs and email messages skip this step. It doesn't have to be long, but discussing these points in a few sentences will get your readers to say, "Oh, right, I've experienced this. She understands me. What's the solution, then?"
Next up: Questions #3 – #5 to ask when writing content for the Web that gets results.