Copywriting is a key skill in writi
ng advertising copy, but you can also use this same basic copywriting principle to power up your newsletters.
The most important copywriting skill happens before you even write a word. It's working out what benefits you are offering.
If I'm "selling" you a room in a bed & breakfast, I'm selling you benefits such as luxury, a homely atmosphere, a feeling of being pampered, peace away from the traffic, something unique and a sense of privacy.
The features are the physical attributes such as the choice of 3 rooms, 3 course breakfast, extensive library, antique furniture in every room etc.
Homing in on the benefits hits psychological marketing triggers. Customers are then more inclined to look at the features and how you will deliver on your benefits promise.
- I'd love to hear your experiences or tips with benefits vs features.
In my opinion, this is one of the foundation for marketing to targeted audiences. I understand when small business owners don't realize how effective it is, but it still amazes me that large corporations pay ad firms huge sums of money to market features, while leaving out the benefits.
People want to know what's in it for them. It's human nature and will never change.
Posted by: Peter George | August 8, 2008 2:19 PM | Permalink to Comment