When writing sales copy, imagine your reader is stressed, late for an appointment and in a bad mood.
Presume that no matter how great your product’s features are, she’s going to say “so what?” to every claim you make.
When you know she’s going to say “so what?” to everything you tell her about your wonderful product, you can answer her before she even asks the question.
You’re the copywriter, you do the work.
Don’t presume your reader will think about anything other than themselves.
Or that they have time to.
Your reader is busy and distracted.
She’s late, has the TV on in the background and is trying to prepare her home for a visit from the in-laws – while eating breakfast before her appointment at the salon. Phew.
She’s not likely to spend the time working out what a list of features can do for her. Or how they’ll improve her life as she scans your flyer before throwing it out.
All features have benefits. Many have more than one. What does she need to know to be interested?
Some benefits are harder to find than others. However once you put yourself in your potential customer’s shoes, it’s a logical process.
Usually there are core benefits that lead to secondary benefits.
When you know your customer, you’ll be able to decide on what’s most important to her.
One classic example is a home security system.
Your customer needs to know that this product will give her peace of mind and keep her family safe.
Only then will she go to the trouble of reading how your alarm has a finger print sensor, low power consumption and communicates with her mobile phone.
These features also have associated benefits.
Remember she’s still going to say “so what?”, so include these secondary benefits as you list the features.
Now that you’ve aroused her interest with the benefit most important to her, the secondary benefits will help her decide to buy your alarm.
Not just any alarm.
Often the primary benefit can be implied while focus is given to a secondary benefit.
Use the one that sets you apart from the competition. Remember, you don’t want to convince her to buy an alarm, you want her to buy your alarm.
Choosing which benefit to lead with is your job as a copywriter.
Don’t be afraid to only cover one benefit. Your customer really hasn’t got much time to understand your copy.
Here a crystal clear example from Dyson:
Everything you need to know is instantly absorbed here.
If I was to offer one criticism, it would be that they should have integrated this marketing communication by including a call to action – a good reason for visiting their website or social media.
If you have any good examples of benefit led selling I’d love to hear about them.
Please comment below.
Thank you for reading.