It’s ‘What’s in it for me’?
Let me tell you why. You arrive here at Writing For SEO, and you have a choice. You stay here and spend some time reading what I’ve written, or you go off and find out what colour underwear your favourite celeb was wearing last weekend.
In effect, what you’re asking yourself right now is ‘What’s in it for me?’.
And my job is to tell you quickly and easily why should spend time with me, and not indulge in the undoubtedly fascinating rummage around the D-Lister’s undies.
Delivering the knockout punch
I want to stop you dead.
So I tell you the most important question everyone who writes copy needs to know? BAR NONE!
You’ll spend your time where the biggest payback is
Where there’s something in it for you. So I’ll need to understand what you need. What I’ll need to do to get you to stay here and read what I have to say.
If you’re here at Writing For SEO, I know there’s a good chance you’re interested in writing, and in a particular form of writing that most people call copywriting.
That means I do five things:
- Put myself in your place – that means I have to have a picture of who you are, and possibly even more important, start looking from the outside in
- Ask myself ‘where’s the pain?’ (the second most important question in copywriting). The pain may be that you don’t understand what you need to do to get your content ranked highly by the search engines. That’s the hook. Something that compels your visitor to actually read the post
- Figure out how you can get rid of that pain quickly and effectively (sounds like a painkiller commercial? Hmm)
- Write a post that empowers you to get your content high on the search engine results. In other words, do your very best to deliver on your promise
- Follow up and make sure I have delivered what I’ve promised. Online, nothing is set in stone, so don’t be afraid to refine, polish and develop your content.
What’s in it for your readers, audience or customers?
Image courtesy of liz west.
— Al Fox (@alfox) June 26, 2013