April 05, 2013
1. Tips to help your customers solve their business problems.
2. Tips to help your audience solve life problems.
3. Tips to help your audience, clients and friends live a better life.
4. Anything that shows you are human. Be real, engaging and talk like a human being, not a robot.
5. Industry news.
6. News about your city, state, country or the world.
3. Appeal to Your Subscribers' Self-Interest
Ultimately, customers only care about products and services in the context of their needs, so your copy should explicitly describe the benefit they will receive. "Features tell," advises Roberta, but "benefits sell." Go beyond describing features and explain core benefits--this will hit the emotional hot points that drive purchases.
In the class, Roberta gives the example of selling an onion. Describing an onion's features, such as its texture and taste, will answer "what" it is, but not "how and why" it should be used. Explaining the onion's benefits, such as bringing a recipe to life and keeping caloric content low, can activate readers' desires and diminish their fears.