Compare these two openers or ‘pitches’…
Do you know about the pH of water? Most water
has the wrong levels of pH and when you add
my product X to make it more alkaline,
the treated water can actually help you lose weight.
Diet water? Have you heard about the new diet water?
Which opener gets your curiosity? What makes you scroll down for more?
Here’s another pair:
My product works at the cellular level.
My wrinkles smoothed out in a week.
Which gets your curiosity up more?
If you’re like me, and the second example in each pair evokes interest way more
than the first. Here’s the rule:
Do not lead with the explanation of how your product works. Lead with what it
has done for you (or is designed to do). If someone is interested in “diet water”?
or “smooth skin in a week” they’ll ask you about how it works.
Not the other way around.
Next: How to tell your story without getting in trouble with the new FTC regs.
PS You have to sell good stuff for this to work. If they go online and see bad
reviews, you won’t get many sales or signups.