Word Smart copywriting tutorial - Extracting benefits from your features

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Your marketing copywriting should focus on benefits rather than features, right? But how do you figure out the benefits? This copywriting tutorial shows you how a professional copywriter (me) does …

Your marketing copywriting should focus on benefits rather than features, right? But how do you figure out the benefits? This copywriting tutorial shows you how a professional copywriter (me) does it.

Don't forget to check out The Copy Detective blog where you can read more copywriting tips. When you subscribe you get a copy of my ultimate copywriting cheatsheet with 20 incredible copywriting tips that will transform the way you write about your business. For free. For reals.

http://www.copywritematters.com.au/blog

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Transcript

  • 1. Benefits VS Features How to uncover the benefits that really matter to your customers
  • 2. WORD SMART with The Copy Detective
  • 3. Benefits VS Features How to uncover the benefits that really matter to your customers
  • 4. This is me
  • 5. MORE BENEFITS THAN FEATURES
  • 6. Don’t tell your customers what your widget does. Tell them how your widget will improve their life!
  • 7. Motivating ACTION
  • 8. Pro copywriting tip #1 Imagine explaining your business/product/service to a stony faced customer. You say give a snappy summary, they say “So what?” You explain using the phrase “which means that” They say “Why should I care?” Keep going until you get a benefit that MATTERS.
  • 9. You have a hammer. It has a rubber grip [feature]. So what? Rubber grip means that users have a secure grip So what? A secure grip means that it won’t fly out of their hand So what? which means that it’s a SAFER hammer to use [Safety needs] Another possible benefit is comfort
  • 10. You have a cleaning product. It’s a wipe [feature]. So what? The wipe means that users don’t have to worry about clothes or other products. They only need one wipe. So what? Which means that they can get their cleaning done more quickly, with less fuss. So what? Which means that they can spend more time doing FUN stuff [Safety + Self-fulfillment]
  • 11. My copywriting style is very conversational [feature]. So what? Which means that your customers find it easy to read Which means that it doesn’t put them off your msg Which means that they stay longer on your page Which means that they make a stronger connection Which means that they are more likely to hire you Which means that you can afford your rent! [Physiological + Social + Personal]
  • 12. The more meaningful the benefits the stronger the sell Keep going until you get benefits that matter
  • 13. To watch these slides with some talky talky as well, head to YouTube: Click this link http://youtu.be/VaNQCgvXa7Q
  • 14. Want to learn to write copy like a pro? Sign up to hear when my next Copywriting Master Class series launches www.copywritematters.com.au/lea rn-copywriting
  • 15. /copywritematters @copywritemattrs Copywrite Matters Subscribe to The Copy Detective blog for a new copywriting mystery solved every week … www.thecopydetective.com.au If you want copywriting with personality and action - drop me a line at … www.copywritematters.com.au Contact me Copywrite Matters