Presumably the hardest task in building a website (or ads campaign) is the copywriting. Good copywriting gets you sales. Bad ones turns them away. So how to do it? And where to start?
I like the idea of using a framework. Why? Because it’s consistent and great foundation in case I ever get lost.
The framework I used is derived from Business Model Canvas (BMC). BMC is a method to understand your company in piece of paper instead of using a business plan. BMC asks questions like, who is the customer, how you get money, what’s your differentiator and so forth. Today, we’re going to look at a part of BMC, its called the the Value Proposition Canvas.
The Value Proposition Canvas
It may not look like much, this is my go to.
On the right side, is your CUSTOMER, what they will get from your products. On the left side is your OFFERING, what you are selling.
Important Note: Always start from customer.
The first is to identify what is your customer’s pain point, what is their job/ task and their gains. Let’s imagine we are targeting college students who wants to print assignments.
Example of Customer Pain, Job, and Gain.
Pain |
Job |
Gain |
|
|
|
Now for our side of story, running a printing business.
Pain Relievers |
Gain Creators |
Product & Service |
|
|
|
Alright. We’ve completed the Value Proposition Canvas, now let’s get down to the copy.
A good copy is always about your customer, using clear and simple words.
The Copy
Print in Minutes!Your assignment is due tomorrow, you have no printer. You tell yourself, “I’m going to fail this!”, “My parents are so gonna kill me”. Do you feel trapped? Well don’t be! Print your assignment in any format quickly at a fraction of cost. Find us at XXX Street, We’re open 24 hours. |
Without Framework Copy
24 hours Printing ServiceWe provide printing service for everyone. We print A6, A5, A4, A3, A2, A1 and custom size. We have the best printer with 300 dpi and inkjet technology. Our service is really top notch and professional. With over 10 years of experience, we deliver a good job. Find us at XXX street. |
I have to admit, that may not be the best copywriting but you get the point.
Using the Value Proposition Canvas for your copywriting will dramatically improve how your customer perceive your business. You are the hero, the saviour. Using this framework helps define your customer pain, gain and job easily. You can mix and match the points with ease and write more than one copy targeting different pain or gain of the customer.
Have a go at it. Let me know what you think.