Why Should Someone Read This?

It's something you as a business should always be asking yourself. It's a core concept in writing engaging copy, and it's so simple (yet so hard to do).

Why?

Take into account how much smarter we are. How much junk mail we get. How many email newsletters we're on and… now ask yourself again, "Why Should Someone Read This?"

To be honest with you, most won't.

In fact probably about 85% of the people you try to reach won't take the time to read what you write (and that's actually pretty good).  So why spend time advertising? Blogging? And/or trying to persuade people to buy what you sell through your words?

Let me explain it like this.

Ever see those people on the street (they're in most major cities – at least there's a lot in Seattle). They extend their arm. Pretend to be your "friend" in the hopes of giving them money to help out some kind of great cause? I don't know about you, but at least for me, they make my skin crawl because I know exactly what they're trying to do. Trying to be my "friend" in a few minutes as possible just so I can give them money to help out God knows what and…

It's probably the same reason you don't stop to give them any money, huh?

You didn't give them permission – as Seth Godin might say. Did you? Yet they keep trying day-after-day to get you to talk to them in the hopes you'll give them a credit card to help some organization you know very little about and…

What's my point with all of this?

We all have our own reasons as of why we read things, but we're really not at all that different.

You want to talk about you. You want to save time. You want something that'll help you in some way improve your life. And you don't want to be sold. You want to be helped. But there's a fine line between helping and selling someone on paying money to get that help.

Right?

So whenever you start writing copy to persuade someone to read, buy or get someone to take out their cold hard cash for you… ask yourself, "Why should someone read this?" Then write from there. Remember, we all have reasons for doing things. Here's a few (in no particular order):

Some are bored – let's face it.
Others just want to hire you cause you're hot – it's make their boyfriend/girlfriend jealous.
Some just think it'l be cool to have you on their side.
Others are lazy, and would rather pay you to do what they don't have time for because it'll save them the headache of having to find out things themselves.
Also because you might be brilliant at what you do.
Because you understand what they're going through – you've been in their shoes.
Because they want to be part of your group (and want what you have).
Because they trust you to do what you say you can do.
Because you can do what no one else can do.
Because you make them feel special.
Because you solve their problem a lot faster than anyone else can.
Because in their eyes "it's worth it."

Ok. So I'm sure you get my point with just a few random samples – which I'm sure you can add a lot more to.  In short, whatever someone's case might be in buying what you're trying to sell, try to find out all the reason's someone would read the copy you write. Otherwise, it's just noise.

Before starting "The Kick Ass Copywriter" as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise - not just add to it.