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06.24.04
 By
Karon Thackston
If there is one thing copywriters love to talk about it's "Features
vs. Benefits." To us it makes all the sense in the world. However,
many business owners who want to learn to write their own powerful
copy struggle with the concept.
Features are the properties of a product or service. The features
of a car might be anti-lock brakes, leather seats, or rear-window
defrost. Benefits, on the other hand, show how those features will
actually be of benefit (hence the name) to the user. Anti-lock brakes
keep you safe if you have to stop quickly. Leather seats are more
durable and luxurious than cloth. In copywriting, benefits are much,
MUCH more important than features. Let me show you a real-world example.
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Stainless
Steel Shaft or Priceless Cooking Tool?
Have you ever read a product brochure or Web page that sounded something
like this?
The Braun® Multiquick Hand Blender offers a 200-watt motor, stainless
steel shaft, five-blade chopper attachment, and aerator head.
How do you feel when you read that description of the hand blender?
You're probably thinking, "Well, OK. That sounds all right."
That's how most people feel. It's not very exciting, is it? The thought
of a stainless steel shaft doesn't really get your heart pumping and
instill the thought that you *need* one of these hand blenders, does
it? That's because the copy above focuses on the "what" of the product.
Now read this version:
The Braun® Multiquick Hand Blender is a priceless tool for any
cook with a busy schedule. Its powerful motor enables you to chop,
whip, puree and blend with lightning speed. Its stainless steel shaft
holds up to years of use without bending or breaking. The Multiquick's
five-blade attachment gives you the ability to finely chop or grate
even the hardest cheeses and nuts with ease. And the specially designed
aerator head incorporates air into the liquids and sauces you blend,
making them light and fluffy. You'll create delicious meals with ease
and be out of the kitchen in record time.
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Special
20% discount
by using discout code
"RA26BA20"
when you checkout.
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The first example focuses on the "what" of the product… the features.
It simply lists the nuts and bolts of what the physical product offers.
However, the second copy example focuses on the "how" of the product…
the benefits. These benefits show the reader how this product will
make his/her life easier or better.
Focusing on the "what" and not the "how" of a product or service is
a common mistake novice writers make. It is also a deadly mistake
that can cost you sales. But how, exactly, do you create benefits
out of features? Easily!
Five Easy Steps to Creating Powerful Benefits
Here's my five-step process for turning boring features into eye-popping
benefits. Let's use the example of a marketing e-book for this practice
session.
1. List the features of your product or service. (Created in
PDF format, information on email marketing, search engine optimization,
PPC ads, etc.)
2. Next, list the concerns or needs of your customers. If you
don't know… ask them. (Finding affordable ways to promote their websites
to bring in the most qualified traffic and increase sales.)
3. Next, ask yourself, "Why does this feature matter to my
customer?" Write your answers on the list. (PDF format means both
PC and Mac users can view the e-book. Search engine optimization is
one of the most effective, highly targeted tools there is… and it
costs nothing once you learn how to do it.)
4. Finally, take it one step further. Ask yourself, "What problem
or concern can this feature address?" (Getting more qualified buyers
to the reader's website so they can buy!)
5. Write down the benefit and you're all done!
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So, instead of writing copy about a marketing e-book that reads like
this:
"Move It or Lose It" is an e-book for beginners that was created
in PDF format. It covers the details of email marketing, search engine
optimization, and PPC ads in order to bring you affordable marketing
tools you can use.
…you can write copy like this:
"Move It or Lose It" was created especially for new online business
owners and covers - in great detail - everything you need to know
about the three most popular, economical, and effective marketing
methods:
Search engine optimization: one of the most effective, highly
targeted tools there is… and it costs absolutely nothing once you
learn how to do it.
Email marketing: extremely targeted… this marketing method brings
in consistently high returns on investment.
Pay-per-click (PPC) ads: not only inexpensive, but also quick
and easy to set up.
"Move It or Lose It" is available for immediate download as a PDF
file, meaning both PC and Mac users can take advantage of this powerful
information.
Which one sparks your interest more? I thought so!
When it's time to write your next piece of advertising copy, take
some time to develop a solid list of benefits. Focusing on the "how"
instead of the "what" will practically guarantee a better response
and more sales.
About the Author:
Copy not getting results?
Learn to write SEO copy that impresses the engines and your visitors
at http://www.copywritingcourse.com.
Be sure to check out Karon’s latest e-report “How To Increase Keyword
Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.
Read this Newsletter at:
http://www.smallbusinessupdate.com/2004/0624.html |
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| From
the Forum: |
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Encryption? |
Hello- I want to join BBBOnline. One of their
requirements is security of information.
The only data I collect from customers is name, mailing address,
and email address (phone number is optional). No C C numbers
or payment is accepted through my site. VeriSign charges $350
for a year, add that to the $650 it will cost to join the BBB
and BBBOnline, and that's a serious chunk of change for a business
that grossed ~$1500 last month. ...
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