How Copywriting can Revive Dying Businesses

If you’re a business owner who’s struggling to sell your product then you might want to learn about this thing called copywriting.

How I define Copywriting is presenting your product as a solution to an existing problem in the market.

When we want to sell something, we don’t simply invent a new market. Unless you’re a genius, of course,

Inventing a new market is an extremely difficult thing to do.

Markets are rapidly changing so you can’t always be reinventing new products every 5 years, you’ll just run out of money very quickly

What copywriters do best is 

They help you keep selling for years and years without changing the primary concept of your product

They simply sell to a new market, target a completely different audience and sell your product as a solution to a completely different problem.

This has happened with Red Light Therapy. 

Red light therapy actually started  as a treatment for skin conditions such as lupus and smallpox. 

That was what it was used for.

People then discovered its therapeutic benefits, like improving rheumatoid arthritis symptoms and reducing pain and muscle spasms. And so red light therapy is sold as a therapeutic product. Some athletes nowadays even use a huge red light panel to recover faster after training.

Later on people also discovered that the same technology also reduces wrinkles, scars, redness and acne. And so Red light therapy devices are also sold as a beauty product.

Very cool example of market expansion. One product going into a bunch of different markets, solving various different problems.

The product doesn’t have to change, you’re just presenting it to a different audience with another problem that your product can solve.

So if you’re ever worried about getting consistent sales for 20 years and more, just remember that your product might solve a problem in a completely different market.