It is a truism to say it ... individuals who purchase out of your copywriting purchasers aren t fascinated about your purchasers or their services or products per se. What they re actually involved about is what these services or products can do for them ... the advantages they are going to derive from utilizing them.
Any services or products could be considered at 4 altogether different ranges ... options, benefits, satisfactions and advantages.
Each of those 4 ranges has its individualal set of traits. These will differ relying on the rather services or products you power be writing about and the marketplace for which it s meant to cater.
Let s exemplify this with an instance. Suppose you ve gotten been requested to put in writing some persuasive copy for a brand new suite of accounting software program program.
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Features
... are what services or products have. "This accounting software program has a reportage feature". -
Advantages
... are what services or products do. "Key individualnel are furnished with real-time, on-demand, up-to-date mission-critical information." -
Satisfactions
... are what services or products ship. "Cost-savings, greater control, exaggerated production, better decision-making" -
Benefits
... are the boon the individual or agency acquire from a specific services or products.
To get from options to advantages you need to use the "so that" trick, viz:
"This accounting software program program has a reportage characteristic in order that key individualnel are furnished with real-time, on-demand, up-to-date, mission-critical data, in order that cost-savings, large direction, elevated manufacturing, higher decision-making are achieved, in order that managers are capable of hold their finger on the corporate s medium of exchange pulse always, thereby lowering prices by as a lot like 50%, sustaining large direction over expenditures, rising their output by 10-20 instances at any given time, and avoiding making choices that power price hundreds if not tens of millions of {dollars} - beat just some clicks."
As you may see, you employ "so that" thrice to get from options to advantages. The goal of the trick is that will help you make clear you ideas and marshal your argument.
But then, in fact, you now should rescript the substance to make it move higher.
"This accounting software program has a reportage feature that provides key individualnel with real-time, on-demand, up-to-date, mission-critical information. The result is that cost-savings, greater control, exaggerated production, and better decision-making are achieved. By enabling managers to keep their fingers on the company s business enterprise pulse the to the worst degree bit times, costs can be reduced by as a lot like 50%. In addition, manages can maintain greater control over expenditures, and avoid making decisions that could cost thousands if not millions of dollars - beat just a couple of clicks."
This easy "so that" trick can be utilised with all services or products to carry a reader gently from a characteristic to its advantages. Try it ... it actually works.
However there are a number of conditions through which it power be higher to stress options reasonably than advantages ... as I ll clarify in my ensuant article.
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