Last time we practiced identifying and writing benfits to product features.
This week we continue writing benefit-led copy, culminating in an exercise in writing self-promotion copy for your design business.
This week we continue writing benefit-led copy, culminating in an exercise in writing self-promotion copy for your design business.
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Activity Three
Take a closer look at your three computer benefit statements. For each one, ask yourself: is this the furthest I can go with that particular benefit? Can I continue, turn it into an even bigger, more general benefit statement?
For example, my laser-guided mouse eliminates infuriating icon flickers and time-consuming cleaning, so the mouse is more pleasurable to use. But what does that mean? Is there a benefit to this benefit?
I suppose you could say that a more pleasurable-to-use mouse means that my copywriting assignments run smoother. And if my copywriting assignments run smoother, I work quicker. And if I work quicker, I earn more money.
So I can continue with this ‘pleasurable to use’ benefit until I reach an even more persuasive benefit: ‘I can make more money.’
Try doing the same thing with your three computer examples. Carry on using ‘…which means that…’ until you have found your most attractive benefit, as I have done below.
It has a laser-guided mouse… which means that the mouse is more pleasurable to use… which means that my writing is smoother… which means that I finish my assignments quicker… which means that I make more money… which means I can go on longer vacations
The computer weighs less than 10 lbs… which means I can take it to client meetings without hurting my back… which means that I can avoid aches and pains and therefore stay more active… which means I play tennis three times a week… which means I can live my life to the full outside work
It has 3 hours of battery life… which means I can write assignments by an open fire in a relaxing English pub… which means working is more pleasurable and less stressful… which means I can enjoy relaxing with my family in the evenings without feeling stressed
This activity might seem a little OTT. Clearly, it’s a bit of an exaggeration to say that the long battery life of my lap-top means I can enjoy relaxing with my family. But the aim of this activity is to get you into the habit of searching for benefits, even those general benefits that don’t appear obvious at first.
A good copywriter not only isolates key features and translates them into benefits, a good copywriter should also question whether those benefits can be taken further. Another lesson in the art of selling.
This advert for Ikea proves just how far you can go with a benefit. Buying an affordable kitchen doesn’t just mean you save money, it means you can afford to work less, which means you can spend more time playing with your children, as demonstrated in the visual.To finalize Activity 3, let’s try putting your benefits into a meaningful paragraph of copy. Take your favorite computer feature/benefit example, and try to present it in a few sentences that run together, like this:
The new Bell Experon 1300 includes a laser-guided mouse. Now you can avoid infuriating icon flickers and time-consuming mouse cleaning. Your mouse will be more pleasurable to use, your written assignments will run smoother, and you’ll work quicker too—so you can start earning more money!
Hint: Try to write the paragraph the way you would say it aloud. Pretend you are writing to a single person—use the word ‘you’.
How did you get on? Does your paragraph look like a real advert? If so, you’re now ready to write your own publicity!
If it needs improving, don’t worry, writing trip-off-the-tongue copy will come with practice.
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Activity Four
Before you start writing your marketing copy, let’s take a look at what you can do. You’ve learnt how to identify product features, how to turn them into benefits, and how to turn benefits into even more persuasive benefits. Now it’s time to put all these points into practice.
You’re going to write a paragraph of copy for your own business, to use on a mailer postcard or on your website.
First of all, draw up a list of features and benefits for your business services. This will be a little harder than the features and benefits you identified for your computer—now you have to think about the sort of services you offer (these are your features), and then think about what it all means for your client (these are your benefits).
Here’s an example to help you:
Feature: I specialize in print, web, 3D, and Flash design.
Benefit: I work across media, so you get one consistent look for your whole campaign, with everything in on time.
Feature: I use state of the art computing equipment.
Benefit: I have the best equipment, so you can be sure your project will run smoothly right up to finished piece.
Feature: I have international customers.
Benefiit: My design has global appeal, so you get more effective promotions in your overseas markets.
Feature: I include proof-reading as part of my service.
Benefit: My free proof reading service saves you time and money, and gives you the confidence that your finished publicity will be free from costly mistakes.
Evaluate each of your benefits. Can you take any of them further? For example, the benefits I have identified in my list above aren’t completely final.
I can continue with them like this:
• If I can get “a consistent look for the whole campaign and everything in on time”, then I can ensure my clients’ campaigns will be a success.
• If the “project runs smoothly right up to finished piece”, then my clients will find me easy to work with.
• If my design makes for “more effective promotions in your overseas markets”, then my clients will strengthen their international reputation.
• If my design is “free from costly mistakes”, then the publicity will communicate quality values to my clients’ customers.
Go through all your benefits and try to exploit each one. Then re-work your features and benefits into a section of copy, like this:
Call on XYZ Design Services, and you will…
Ensure your whole campaign is a success
I specialize in print, web, 3D, and Flash design. Because I work across media, you’ll get one consistent look for your whole campaign, with everything in on time.
Use a designer who’s easy to work with
I have the fastest, most up-to-date equipment, so you can be sure your project will run smoothly right up to finished piece.
Strengthen your international reputation
My design has global appeal—as reflected in my international client base. Count on me if you want to improve the effectiveness of promotions in your overseas markets.
Communicate quality values
My free proof reading service saves you time and money, and gives you the confidence that your finished piece will be free from costly mistakes.
Did you notice the three tricks I used in the copy above?
1. Reinforce features with benefits: in the four sections of body copy, I introduced a feature then reinforced with a benefit. The feature acts as the rational argument for using my design service, the benefit acts as the emotional argument.
2. Use headlines to highlight the key benefits: I headed each section of copy with a sub-headline that communicates the most persuasive benefit (those extra benefits I identified after I had written my original features/benefits list).
3. Use command verbs: To make these sub-headlines more engaging, I presented them as commands, so they are directly telling the reader to do something, and therefore make the reader sit up and take notice.
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Now you can sell your freelance services by using the ideas in this tutorial to write powerful website copy, or copy for a mailer postcard!
For more copywriting tips, visit http://www.copywriting-designers.com/
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 2006
