In this step we need to address a question in your reader’s mind.

Why you?

Why are you or your organization qualified to solve my problem?

You need to establish why the solution you have is credible.

There are a number of ways to do this including,

  • Use a testomonial – If you have a broad testimonial that fortifies your credibility you could place it here.
  • Give your credentials – If you have credentials that bolster your credibility (you’re a doctor, MBA, Air Force Pilot)
  • Borrow credentials – If you have someone that has credentials that will endorse you and your product, use them here.
  • Tell your story – Is there an experience you’ve had that makes you qualified to solve this problem?  Tell that story.
  • Use impressive numbers – If you have impressive data, years experience or numbers of succesful customers, use them here.

Remember, at this point no one is reading this copy that doesn’t have the problem you have described.

At this point, you need to explain why YOU are qualified to solve the problem.

To complete this step, establish your credibility.

Here’s what my document looks like,

Write Benefit Bullets

In this step, we’ll write 3 to 5 bullets that explain the benefits of your offer.

Take your time on this step but, again, don’t let yourself get bogged down.

For your first draft, this step should take no longer than 30 minutes.

You’ll come back and spend more time on these benefits later in the Execution Plan.

This is not the time to explain the product or service you are offering.  This is the time to outline the benefits your reader will receive if they buy your product or service.

Remember that people don’t buy products and services.  They buy outcomes.

  • They don’t buy cold medicine, they buy a good night sleep.
  • They don’t buy a gym membership, they buy a sexy body.
  • They don’t buy pest control, they buy a clean, safe home for their children.

To complete this step, write out three benefits (or outcomes) the reader will get if they buy your solution.

Here’s what my document looks like,