Writing With Benefits
When we visit a website we do not really care that its owner tells us how good her/his products or services are. Even if facts and data are provided, which is always good, that still does not really create the connection that triggers the desire to do what the site owner wants us to do.
Why? Because what we want is not that a company speaks of itself but that it speak to us. Big difference. In other words, when we write to an audience for our business, we have to write with benefits. Benefits for the reader, who should always be put first.
How to do that?
The following is a quote from a pdf file which is on copyblogger.com (Copywriting 101). I found it so good and so simple that I decided to share it as it is. Check it out:
- "First, make a list of every feature of your product or service.
- Second, ask yourself why each feature is included in the first place.
- Third, take the “why” and ask “how” does this connect with the prospect’s desires?
- Fourth, get to the absolute root of what’s in it for the prospect at an emotional level."
So, while being practical and down to earth by starting on the features basis (do we actually have to speak about anything else when we try to sell something?), the most important thing is to deliver what the reader really expects. Three distinct and complementary psychological buttons have to be pushed. Here is an example from the same document:
"Example - News Feed Reader app
- Feature: “Contains an artificial intelligence algorithm.”
- Why it’s there: “Adds greater utility by adapting and customizing the user’s information experience.”
- What’s in it for them: “Keeps the things you read the most at the forefront when you’re in a hurry.”
- Emotional Root: “Stay up to date on the things that add value to your life and career, without getting stressed out from information overload.”
It makes things easier to write contents, don't you think? Plus, it is winner and it can be adapted to most of the posts we write about something we are affiliated to.
Evidently, that will not be enough on its own to convert a reader into a buyer. The right KW, title, first paragraph, conclusion and call-to-action are indispensable too. But as for the body of the post, I think these could be the right keys.
Thanks for your comments.