Marketing Writing - What Benefits Is Your Target Market Searching For?

As you work on your marketing writing, it's important to let potential clients know what benefits they will get from working with you. More importantly, you must write about the benefits that your target market is searching for. Some of these benefits will be obvious, but others are much more subtle. The subtle ones are possibly most powerful in attracting a prospect to choose to become your client. Let's look at ways you can do your marketing writing with an emphasis on the benefits that your target market is searching for.
1. What are the benefits that prospects and clients have most frequently expressed their desire for?
What have they told you that they are looking for? What words have they used? These will be the most obvious desired results - things like "no longer suffering in ________ (fill in the blank) this way" or "freedom from ____ (the problem you can solve)". You are probably already using this information in your marketing writing, but try a new twist on it. When prospects or clients talk about these issues with you, delve a little deeper with them. Ask a few gently probing questions. See what else you can learn about the obvious impacts their problem has had on their life. Find out if you can uncover new ways of describing these problems and their effects.