Most people consider this the absolute first rule in copywriting, advertising or marketing. Yet, astonishingly, more than 90 percent of businesses don’t seem to have grasped it. If you can really get hold of this and make it part of your work, believe me you will be well ahead of the field.
When YOU are looking at an ad or sales letter, what is always the first thing in your mind?
“What’s in it for ME?”
OK it sounds selfish. But it’s a fact of life. If it has nothing to offer YOU, your eyes move on to the next thing. And a very brief and cursory glance will answer the question – yes or no.
And today’s lesson is: Features do NOT answer the question “What’s in it for ME?” Only BENEFITS do that.
Of course, you MUST be aware of the features of whatever product you are selling. But once you have identified the features, you must turn them into BENEFITS.
Most people will not be immediately interested in your “…Kenwood’s 2-way speakers, featuring a 6½” pearl-mica injection-molded poly woofer, PEI balanced dome tweeter and a range of 2 to 40 watts RMS, and a 160-watt peak power handling. Plus they come with mounting tabs, so the speakers can be mounted in a 6¾” opening.” Describe the speakers' powerful SOUND, how they will make me FEEL – what they will do for my enjoyment of music. And of course, how they will make my friends envious!
There are so many aspects to writing compelling copy ! Look on the site to find out about our services, and keep coming back for more tips and advice.
No comments:
Post a Comment