Posted on Thursday, 22nd May 2008 by CopywritingCat
Recently a reader of the Copy-Cat Ezine complained, “I’ve recited the copywriting mantra – features and benefits, features and benefits. My sales letters practically scream benefits…and nothing happens. Why?”
As a copywriter and web site marketing coach, I deal with this challenge every day. When sales letters draw results, I’ve found, they don’t just have benefits. They have Beefy Benefits.
Beefy benefits are big, juicy and filled with flavor. They make the reader’s mouth water. They create vivid images and awaken the reader’s senses. And they don’t just make airy promises: they’re accompanied by a hint of features so you know they’re for real.
Bland, watery benefits make the reader’s eyes glaze over. You might as well invite guests to a steak dinner and serve up limp
overcooked broccoli.
Here’s an example from a sales letter I just received, inviting me to review a book with a great concept that’s light-years away from the best-seller lists. You’ll see why.
The book supposedly is about helping women become more independent. So we’re promised benefits like these:
- View Multi-tasking as a Blessing, Not a Curse
- Create Their Own Calvary; Recruit Strategic Allies
- Master the Three Cs of Confidence, Credit and Comfort with Success
- Realize That the Best Way to Get a Hero is to Create One
- Become a Deliberate Creator
Did you start yawning halfway down? I sure did. Let’s turn these watery ho-hums into Beefy Benefits:
- “Discover why women’s brains are hard-wired for time management (so you gain hours every day from a special kind of multi-)
- “Create your own army of advocates who fight for your success (so you reach your goals faster and more effortlessly than you ever believed possible).”
- “Learn 1 simple step to start building your confidence today (so you start saying ‘yes’ to life-changing opportunities).”
Needless to say, I’m not presenting these bullets as finished copy: with a real client, we’d spent a lot of time digging into target market, position and a host of other topics.
But aren’t these new benefits more…well, beefy? Once you understand these principles, you can start attracting nibbles to your offers (and make sure your copywriter doesn’t turn out limp substitutes like the “before” bulllets we started with).
And in all fairness, I have to add: copywriters work with what you give them. If you’re writing a book, it’s not too early to think about marketing long before you write The End. Check out my “Marketing First” program, just starting.
Got your own examples to share? Click on the “comment” link below.
Comments (8)
Posted in copywriting, website marketing, writing a book
May 22nd, 2008 at 10:55
You’ve addressed a particular problem I have when writing — I “get” the benefits vs features part, but pumping it up for a WOW factor is something I don’t quite have the hang of yet. Your examples are a big help — I’m off to try and revamp some of my new web copy!
May 22nd, 2008 at 14:30
WOW! You really demonstrated what you are talking about! Great examples and your whole text caught my eye and my imgagination!
May 22nd, 2008 at 16:29
I really liked your examples. They make a big impact.
If these are quick examples, I’d like to see what you come up with when you really work at it.
May 22nd, 2008 at 16:50
Yes, double WOW! Finding the beefy benefits requires a little exercise on our parts - it so much easier to be pleasantly bland than a juicy mouthful. I mean, those bullets seemed specific enough at first, but compared to the pumped up examples afterwards…well, I’d go for your copy every time. And I am really seeing the difference good sales copy could make. Great post!
May 23rd, 2008 at 05:25
Good post, Cathy, on many levels. You’re using real client situations, you let readers know that what you do for a living (you’d be surprised how many blog posts leave this out), AND you actually put in real examples of how to improve copy. Bravo, you over deliver.
May 23rd, 2008 at 06:55
Thanks to all…this post was inspired by the Blog Squad’s excellent teleseminar.
http://tinyurl.com/6nucmr
May 23rd, 2008 at 07:57
Great post Cathy. You sure beefed up the benefits in a way that they are compelling, juicy and enticing.
Kathleen Gage
May 23rd, 2008 at 12:21
WOW, you are really good with adding WOW to content/copy. I’m signing up now to receive your Ezine.
Danette Moss
http://www.LiveLifeOutSourceTheRest.com
http://www.LADConciergeGroup.com
http://www.GroceryShoppingGuru.com