It’s All in The Details: Copywriting for Your Holistic or Psychotherapy Practice
When I review my client’s copy for their websites I frequently ask them to be more specific about the problems their clients are experiencing and the benefits of their services. Sometimes this is difficult for them because they haven’t really thought of the details of what their clients are experiencing and seeking.
Sometimes I have to spend a great deal of time explaining why the details are so important. There is a great example that illustrates this point that is frequently cited by marketers; that is the story of legendary copywriter, Claude Hopkins.
In the 1920’s Hopkins wrote copy for a beer company that dramatically increased the company’s sales all by describing the details of how the company made beer and describing them as benefits. The amazing thing was that all beer companies made their beer the same way, but because Hopkins specified the benefits of this process in the copy he wrote, sales skyrocketed.
Made To Stick has a post on this story that you might want to read.
