This two-part tutorial will help you write powerful website copy, or copy for a mailer postcard.
By the end of the tutorial you will:
- Have a page of dynamic copy that really sells yourself as a freelance designer.
- Understand the fundamental rule at the heart of all copy: thinking in terms of benefits.
- See just how easy it is learn the craft of copywriting, so you can integrate it into your creative service!
PART 1
The following tutorial is split into four activities. This post, Activities one and two; next post, Activities three and four.
You'll start from some basic work on identifying benefits in this post, to writing copy that sells your business in the next post.
Ready to start? Let’s go!
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Activity One
Think of a simple pen. Any normal pen on your desk will do—maybe a pen that you use to sketch with. Pick it up, take a look at it.
Now try to sell the pen in a paragraph of writing.
Initial reaction: Not sure where to start? Don’t worry, the prospect of writing sales copy is daunting without any formal sales training.
Maybe that’s why so many freelancers are dissuaded from learning how to improve their marketing copy. This is good news for you, because it’s really simple when you know how. Let me walk you through the process.
Pick up your pen again and take a look at it. Can you identify a feature that helps you to sell the pen?
A feature is a fact about the pen, an aspect of the pen that makes it useful. For example, my pen has a fine tip. It is also ¼ inch in diameter. These are examples of product features. Try to think of another feature of your pen.
When you have a feature in mind, ask yourself what benefit this feature provides you with, as a user of that pen. A benefit describes something that the user gains as a result of the feature.
So for example, my pen has a fine tip. That means I can sketch fine drawings and write cleanly and crisply.
My pen is also ¼ inch in diameter, so it’s easy-to-hold and comfortable to write with.
Both of the above sentences are examples of benefits. They show how the user benefits from the pen’s features.
Feature = what the pen has (fine tip)
Benefit = what the pen does (allows you to sketch fine drawings)
Hint: benefits are active; they include verbs (sketch, write, hold).
Now try converting your feature into a benefit. If you’re stuck, use the linking phrase "…which means that…" to help you (i.e. It has a fine tip, which means that I can sketch fine drawings and write cleanly and crisply).
Found your benefit? Then congratulations, you’re half-way to writing persuasive copy!
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Activity Two
Staying with the features and benefits model, let’s do the same with something a little bigger than a pen. Let’s try your computer.
Identify three features that make your computer desirable.
Think about the screen, the keyboard, the mouse, the general look, the hard-drive, the programmes, the price, the service package. Try to remember why you bought it. What features attracted you to this computer above all the others?
Now think about the benefits of those features. What do the features mean for you? What do they allow you to do?
Write your three benefits next to their respective features. If it helps, use "…which means that…" to link the features and benefits together.
Here are the three features and benefits for my lap-top PC.
Feature: It has a laser-guided mouse
Benefit: (…which means that…) I eliminate infuriating icon flickers and time-consuming cleaning, so the mouse is more pleasurable to use.
Feature:The computer weighs less than 10 lbs
Benefit:(…which means that…) I can take it to client meetings without hurting my back.
Feature:It has 3 hours of battery life
Benefit:(…which means that…) I can write assignments by an open fire in my local pub—and write for hours with a pint of my favorite English ale.
Get the idea? Copywriting is all about identifying attractive features, and then saying how the reader benefits from those features.
If you can do this, it doesn't matter if you're not an amazingly hot writer; you’ve mastered the art of selling. And copywriting is simply the art of ‘selling in writing’, or ‘salesmanship in print’.
But we’re not done yet. There are two more activities to go before you’re ready to write your own publicity material!
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Bookmark this site and return next time for PART 2 of 'How to Write Self-Promotion Copy'.
Shaun Crowley has worked as a freelance copywriter and marketing consultant. He currently works as a communications manager for a major UK publishing company and is the author of The Freelance Designer's Self-Marketing Handbook and 100 Copywriting Tips for Designers and Other Freelance Artists.
© Shaun Crowley 2008
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