In Maria Velosa's Web Copy That Sells book, there is a 5-step blueprint for writing on the Web. This is really what content marketing is all about. When you answer the following 5 questions, your writing tasks are simplified and your copy becomes clear.
- 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?
First answer question #1, what's the problem. Then, answer questions
#2, why hasn't the problem been solved? Then answer question #3, what's
As you write out several sentences to answer these questions, you'll lead your readers through a path that leads to action. Action is the goal for all good content designed to market your business on the Web.
In psychology, counseling, and coaching, when you describe how life could be better, you're setting the stage for people to make changes. You're engaging someone to start using the brain neurons involved in positive thinking.
Awareness that a change is needed is the first step (questions 1 and 2). Painting a picture of how things will be better is the next step (questions 3, 4 and 5).
In marketing and copywriting, this section is known as the benefits. The key idea that makes a real difference happens when you drill down deep to core values in people's lives.
Example: A pill that gets rid of back pain provides a big benefit: no more back pain. That's obvious. As a writer, you must draw a picture of what is possible now that the pain is gone.
- No more sleepless nights
- No more sitting out dances, sports games, playing with grandkids, etc.
- No more staying home instead of going out
- No more grumpiness because of pain
- No more feeling "unsexy" because of pain!
Example: (Note: Excuse the self-serving, not-so-subtle promotion of my newly revised free ebook!) Content Marketing with Blogs provides 4 key ways to make your blogging easier so you get more results.
- No more struggle with what to write about
- No more sitting for hours at the computer
- No more wasting time doing the wrongs things
- No more publishing good content that's only seen by a few people
- No more confusion about what's important on a blog and what's not
- Saves you time, money and your most precious commodity, your energy
- More leads, more opportunities, more clients, more money
Write down all the ways your product or service will make your peoples' problems disappear. This is where you can build excitement and anticipation for your solutions.
Next Up: Questions #4 & #5: What is different now? What should you do now?