The Art of Copywriting

Features, benefits and solutions

The initial sales process will be as follows:

1. There is an identified need for your product or service. If your targeting is correct your prospects want the product or service you provide and you shouldn’t have to persuade them they do. They already know.
2. You now need to persuade them to buy from you and not your competitors

With copy writing for Marketing you need to:

• Get their attention
• Build a rapport with them
• Explain what’s in it for them
• Tempt them by appealing to their emotions
• Demonstrate how your product or service can easily solve their problems
• Prove to them that there are a lot of people out there, just like them, who are very happy with what you’ve done for them

People buy for only two reasons; to either solve a problem or gain a benefit and copy writers for marketing must realise this.

How should your copy be written?

You should ignore what you do and focus on what the market wants to buy. The classic marketing example is that people don’t need drills, they need holes, they don’t buy cars; people buy speed, status, style, economy, performance and power.

Your customers aren’t interested in institutionalised marketing giving out messages about what your product or service does – but they are interested in what it does for them.

That’s the difference between features and benefits.

From the customer’s perspective, what are the benefits they get from your product or service? What advantage will they gain from buying from you? A good marketing copywriter will spell this out.

The nearer you get to specifically answering the “what’s in it for me” question, the more you will sell from your copywriting.

Simply telling your prospective customers about your company will not convince them to buy from you because it doesn’t persuasively demonstrate the benefits and advantages of your product and this should form part of your marketing strategy.

You can do more than simply say “Here we are, this is what we sell, these are the prices and here’s where you can buy it”.

You need to give your customers sales messages which will compel them to take action, enquire about or buy whatever it is you are selling. Need to ask a question about your own marketing strategy? Complete the form below and we will get back to you.