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COMMERCIALS THAT CONFUSE, CONFOUND AND SELL NOBODY ANYTHING
I may be missing something, here, but it seems to me that, in advertising terms, the loonies have taken over the asylum. What is getting me all lathered up is the preponderance of TV commercials that go out of their way, not only to confuse their...
Copywriting Makeover: Know Where Your Customers Are In The Buying Process Part 2 of 2
by Karon Thackston © 2004 http://www.copywritingcourse.com In part one of this article series, I introduced a client of mine (AEwebworks) who suffered from some copywriting traumas. The basic diagnosis was a lack of synergy within the copy,...
Hello Niche Marketing Enthusiasts
Hello niche marketing enthusiasts, I am fairly new to the niche marketing community but have been studying and following along for about a year now. I've started my own blog but like to take the time to visit others. The blogs I have found are...
How to Get B2B Clients: A Primer for Copywriters
In more than 20 years of copywriting for both business-to-consumer (B2C) and business-to-business (B2B) clients, I have found mid-size and large B2B clients to be generally easier to work with, and more professional than B2C. (I do not recommend...
Three ways journaling can boost your creativity and your business
I have a friend who has struggled with her creativity for a long time. She's extremely uncomfortable thinking of herself as "creative." We've been working together on it, and making progress. One of the tools that's really helped her has been...
 
Features vs. Benefits - The Mystery Revealed

This article may be reprinted provided the resource box's, Web
address's and copyright information remain.

Whenever someone mentions advertising or sales you can be sure
the phrase "features vs. benefits" will come up in short order.
Everyone knows that phrase. Everyone knows that features don't
sell, benefits do. However, exactly what is a benefit and how do
you turn features into them?

Let's get some definitions set forth first. A feature is an attribute
of a product or service. Web site hosting companies will often tell
you there package offers "catch all" email addressing. That's a
feature. That type of email is a mechanical part of the hosting
package.

To determine the benefit, you look at how the catch all email adds
value to the customer. In other words, "What's in it for me"?

The customer doesn't care about the mechanical feature of the
hosting. What they do care about is how the catch all email can
improve their life. Catch all email allows anything typed before the
"@domainname.com" to go through the system and make it to the
"primary" email box. The benefit of catch all email is that even
messages with a misspelling in them make it through so you stay in
contact with your customers. Every online business owner cares
about that.

One of the most effective ways to derive benefits from features is to
address problems or concerns your customers have. Let's turn our
attention to the ebook industry for a moment and define some
concerns these customers might have.

When publishing an ebook, the concern is primarily about getting the
information across to readers. It needs to be in a format they can
readily access. While reading the sales copy for some ebook compilers,
the phrase "no reader required" came up. This is a feature. It didn't
mean much to me until I read the benefit

The benefit of "no reader required" is that the software is complete
within itself. Unlike some ebook compilers that require the


ebook
purchaser to download special software in order to view the book, this
feature offered the benefit of being all-inclusive. As soon as the book
was downloaded, the customer could begin reading without further
delays. That spoke to the concern and answered the question, "What's
in it for me".

As you can probably tell by now, the benefits are what make a
difference to your customer. The benefits - more or less - explain why
the feature is important. This is why benefits have selling power and
most features do not.

Here are a few steps you can use when working with the features vs.
benefits equation:

1. List the features of your product or service. (Catch All Email.)

2. Next, list the concerns or needs of your customers. If you don't
know… ask them. (Being able to get emails even if misspellings or
other mistakes occur.)

3. Next, ask yourself, "Why does this feature matter to my customer"?
Write your answers on the list. (Catch all email allows you to stay in
touch with your customers.)

4. Finally, take it one step further. As yourself, "What problem or concern
can this feature address"? (You can know that any email sent to
anyname@domainname.com will make it through to you.)

5. Write down the benefit.

By explaining your sales information in language the customer can
understand you are helping them reach the point of purchase more quickly.
So, the next time you create an ad, be sure to focus on the information
that's important to your customers… benefits.

About the Author

Butch Pujol offers a safe haven for online business owners. Whether you're
a Newbie or a Pro, you'll find legitimate and safe Internet business solutions and tools that can help your company grow. Visit http://www.safeinternetbusiness.com today.

Karon Thackston is President of KT & Associates who offers targeted
copywriting, advertising assistance and ezine article services. Karon's Web
site is located at http://www.ktamarketing.com.

 

Copywriting . Net
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Copywriting 101 | Copyblogger
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Copywriting courses. Become a copywriter.
Copywriting courses for copywriters; plus tips on buying copy and hiring a copywriter.
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Advertising copywriting and search engine copywriting that impresses your visitors and the engines.
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How to dramatically improve response from your Advertising, Internet marketing, Direct Mail and Web pages with powerful copywriting.
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Copywriting: See what people are saying right now on Technorati
See all blog posts tagged with copywriting on Technorati.
www.technorati.com
 
Advertising Copywriter, Website Copywriter, SEO Copywriter ...
Need a copywriter who can really grasp your business? Copywriting for websites, SEO, ads, brochures, articles... Elegant, no-fuss copywriting that really ...
www.divinewrite.com
 
Copywriting
Every advertising medium is different. And so is copywriting for each element. Business owners can find out what to look for when hiring a copywriter.
advertising.about.com
 
Copywriting Secrets - Master Copywriter - Killer Copy Writing
FREE E-Course Reveals The Latest Kick-Ass Copywriting Secrets You've Gotta Know! ... "Now You Can Grab The Latest No-BS Advanced Copywriting Secrets That ...
www.websiteconversionexpert.com
 
Text Wizard® Copywriting - UK freelance copywriter, scriptwriter ...
Plain English with fizz: copywriting that stays on brand and on your mind. UK copywriter.
www.textwizard.com
 
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Copywriting isn’t something to be left to the guy on your team who writes long ... So, I’m considering adding copywriting to my list of responsibilities, ...
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Amazon.com: Persuasive Online Copywriting: How to Take Your Words ...
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Michele PW
Watch your business soar when you put the power of great copywriting, results-driven marketing solutions and amazing creativity to work for your business.
www.writingusa.com
 
Pages tagged with "copywriting" on del.icio.us
Good Copywriting: A blog about copywriting on the web ... Copywriting tips for online marketing success from Copyblogger · save this. copywriting blog ...
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Online Copywriting: Subscribe to the Excess Voice Newsletter
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Experienced copywriter for direct marketing articles, and advertising tips. Citrus Heights, California.
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Copywriting: Projects on Elance
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  • are creative stereotypes holding you back

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  • are these internet marketing ebooks hogwash

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  • are you content with your e book content five improvements that will hook your readers

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  • copywriting makeover making an emotional connection part 1 of 2

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  • my favorite errors to correct dont make these mistakes and your writing will rise above most other writing part 1

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  • my favorite expert advice on writing the stories of our lives gleaned from my favorite books on the subject

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