Any good marketer knows that importance of addressing WIFM – what’s in it for me – from their reader’s point of view. Using a headline and/or lead-in that conveys a benefit is basic principle of good sales copy. So why is it that one of the most common opening sentences in sales letters is this:
We are excited to announce…
or its cousins, We are proud to announce… or We are pleased to announce…
Why should your reader care about what you’re excited about? What’s in it for them? If you have to resort to telling them that you’re excited, rather than making them excited about your product or service, you’re never going to make the sale.
Instead, try acknowledging a problem they may be having, or an emotion they may be feeling, and explain how you can help them improve their lives. You’ll keep their interest far longer.
