I really can’t write an report on copywriting without mentioning benefits… every other copywriter on the planet would be outside my door with pitchforks.
When you describe your widget (product or service) to someone, if you’re like most people, you’ll list the features…
- It sucks greater than any other vacuum cleaner!
- It gets right into the corners!
- It’s silver and gold!
- It has a brand new, 3-brush architecture for superior dirt extraction
Those are FEATURES
Let’s look at the BENEFITS….
- You’ll have to vacuum less, so you save time …you’ll have more time to do what you want!
- You won’t have to bend over to pick up the stuff in the corners… you’ll save time and energy… you’ll have more time to do what you want!
- It will impress your friends… they’ll think you’re rich… you’ll feel great!
- Your carpets will look better… your house will look cleaner… you’ll feel like you did a great job… you’ll feel great!
If you tell someone about a Feature they have to do the mental gymnastics to work out what it means to them… the benefit to them.
If you sell features you have a much, much, much harder task than if you sell benefits.
We’ve boiled down the four features above into two main benefits… more time and feeling great about things. Isn’t it easier to sell those benefits than the “superior dirt extraction” feature?
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