Writing your own ad isn’t that difficult—right? Easy enough, a child could do it.

Besides, you know your products better than anyone. And it doesn’t take a genius to put some words on paper. Right? But if that’s true, then why aren’t your ads working?

It could be because you’re talking about the features of your products rather than the benefits. Prospects want to know “What’s in it for me?” If you don’t tell them, you won’t sell them. (And remember, Volvo ads have never told you that the frame is made of the highest quality metal, or that its engineering is light years ahead of the competition. They say that your family will be safe in the car.)

So, anytime you’re communicating with potential customers in ads, sales letters, or your website, focus on the following:

Their Needs—“Do You Want Your Lawn to Be Luxurious and Green?”

The Benefits Your Product Provides—“You Won’t Have to Break Your Back Feeding and Seeding.”

The Features That Allow You to Provide the Benefits—“Our lawn product uses a secret seed that gives you months of care-free enjoyment.”

The bottom line is that writing successful copy is all about your customers—how your product is going to benefit them. If you remember that, your ads will do what they are intended to do. Sell.