How to write on the internet so that everyone wants to read it?
Posted: Wed Jan 22, 2025 3:49 am
Whenever you write about a product/service, be careful not to make the mistake that most people make. Everyone thinks about the product and not about the person who will use that product or service.
If someone told me they had time to learn just one of these rules , I would tell them it would be this one:
1. Never think about the product/service
but about the person using it!
Why?
Start with yourself. Do you buy a product because of its features? A phone, a motorbike, a car? Do you go to the gym because it is a good space, instructor, program? Well, no! You go exclusively because it brings you benefits (Bbenefit), you go only and only for yourself.
You go to the gym to be more beautiful, healthier, more confident in yourself ... etc., you buy a phone, not because of a 100 megapixel camera, but so that your pictures are more beautiful, to shine on Instagram ... etc. A car too, not because it has 1000 horses, but because of the feeling when you drive it, the safety, when you get out of the latest BMW, everyone is looking at you, you feed your ego. Basically, each of us buys a product or service that brings benefits for him.
2. Define AVATAR
This is the profile of the person who is your typical customer. It is not only, for example: women, 25-35 years old, who have children, go out to Delta, follow Karleusa, listen to folk music... You also need to pay shareholder database to their fears, what bothers them, what they would like to be , what they dream about, how to achieve and prove themselves, etc.
It is very important to have a clearly defined Avatar. Based on it, you determine the target group and the entire digital marketing strategy.
You won't be able to define it the first time. That's normal. This takes practice. Don't give up!
3. Write customer benefits, not product features.
You're buying shoes for the winter. You've looked at all the models, you like two models, they're similar, you hesitate and decide to read what's written on them:
Shoe 1: Natural leather, Goretex technology, waterproofness 10,000 ml/mm.
Shoe 2: With these leather shoes you can wade through water and your feet will stay dry because they are lined with canvas with Goretex technology, which means there will be no problems with sweating because the membrane lets steam out.
Maybe this sounds “too crude” to you, everyone knows what Goretex is, or too simple, a friend even once told me “ this is for morons” . When you write for your avatar, you are writing for a typical customer , there will be many who know all the characteristics and abbreviations and there will also be those who have no idea.
Their fears are whether they will leak and if they don’t, uh… that my feet won’t get boiled …etc. You won’t go wrong if you repeat it to those who know, it won’t turn them away, and you’ve explained it to those who don’t.
Another thing, when you write like this, people somehow accept it more easily, they imagine themselves jumping over puddles without thinking. They look at the description as if their friend told them.
If someone told me they had time to learn just one of these rules , I would tell them it would be this one:
1. Never think about the product/service
but about the person using it!
Why?
Start with yourself. Do you buy a product because of its features? A phone, a motorbike, a car? Do you go to the gym because it is a good space, instructor, program? Well, no! You go exclusively because it brings you benefits (Bbenefit), you go only and only for yourself.
You go to the gym to be more beautiful, healthier, more confident in yourself ... etc., you buy a phone, not because of a 100 megapixel camera, but so that your pictures are more beautiful, to shine on Instagram ... etc. A car too, not because it has 1000 horses, but because of the feeling when you drive it, the safety, when you get out of the latest BMW, everyone is looking at you, you feed your ego. Basically, each of us buys a product or service that brings benefits for him.
2. Define AVATAR
This is the profile of the person who is your typical customer. It is not only, for example: women, 25-35 years old, who have children, go out to Delta, follow Karleusa, listen to folk music... You also need to pay shareholder database to their fears, what bothers them, what they would like to be , what they dream about, how to achieve and prove themselves, etc.
It is very important to have a clearly defined Avatar. Based on it, you determine the target group and the entire digital marketing strategy.
You won't be able to define it the first time. That's normal. This takes practice. Don't give up!
3. Write customer benefits, not product features.
You're buying shoes for the winter. You've looked at all the models, you like two models, they're similar, you hesitate and decide to read what's written on them:
Shoe 1: Natural leather, Goretex technology, waterproofness 10,000 ml/mm.
Shoe 2: With these leather shoes you can wade through water and your feet will stay dry because they are lined with canvas with Goretex technology, which means there will be no problems with sweating because the membrane lets steam out.
Maybe this sounds “too crude” to you, everyone knows what Goretex is, or too simple, a friend even once told me “ this is for morons” . When you write for your avatar, you are writing for a typical customer , there will be many who know all the characteristics and abbreviations and there will also be those who have no idea.
Their fears are whether they will leak and if they don’t, uh… that my feet won’t get boiled …etc. You won’t go wrong if you repeat it to those who know, it won’t turn them away, and you’ve explained it to those who don’t.
Another thing, when you write like this, people somehow accept it more easily, they imagine themselves jumping over puddles without thinking. They look at the description as if their friend told them.