John Carlton has been regarded as one of the top copywriters in the world for years.
When I was in his Simple Writing System coaching program a few years ago, he taught me to add "so what" to any claims I wrote in my sales letters and email copy.
Let's say my neck is out of whack from spending too much time on my computer.
I have a stiff neck and a pounding headache that won't quit.
I need to find a chiropractor quickly to adjust my neck.
I do a Google search for "chiropractor near me" and here are some of the top results:
Looking for a chiropractor in San Anselmo? Contact Skye Family Chiropractic today.
So what?
Dr. Neil Kraus provides chiropractic adjustments and low force techniques.
So what?
Stabile Chiropractic is warm and inviting.
So what?
Welcome to Community Chiropractic Wellness Center
So what?
When my neck is out of whack and my head is pounding, do I care if you are warm and inviting? Or use low force techniques? This assumes you know what low force techniques are.
I'm in severe pain and I want someone to adjust my neck as soon as possible.
I've been talking a lot about differentiating yourself from your competitors.
You don't have to be better.
You have to be different.
And let them know how you can solve their problem quickly.
Here are a few more results from my Google search:
When you are struggling with constant or intense radiating pain in your back, legs, neck or arms, it may be time to visit a local chiropractor near you.
So what?
Jackpot. They're insinuating they can fix the intense pain in my neck so I'm going to call this chiropractor.
Here's another:
ChiroMarin provides chiropractic services in Marin for back neck & shoulder pain, sciatica, migraine headaches, disc disorders, auto accidents and more.
So what?
ChiroMarin says they can fix my neck pain.
No fluffy "Welcome to XXX Chiropractic" or "Contact Skye Family Chiropractic"
I'm looking for someone who can fix my neck pain and they say they can do it.
Do you see the difference?
You have to assume every chiropractor can fix my neck pain.
When I see a vague description of their business it doesn't make me think they are an expert in fixing neck pain.
When they clearly tell me what problems they solve in their ads or in their website description, it subconsciously tells me they can fix my neck pain quickly.
If I asked you what your business does can you clearly and concisely tell me who you help and how you help them?
Most businesses struggle with this because it's really hard to do for your own business.
Post a comment below and let me know who you help and how you help them.
I'll give you feedback and let you know if I would call you to solve my problem.
