After you have finished the first draft of what you are writing, use your spell-checker to search for grammatical errors and spelling mistakes. Above all, check that all subjects and verbs are in agreement and make sure your use of pronouns is correct.
Use your spell-checker to get rid of all typos typing errors. Style refers to your use of type font and size, bold, italics, underlining, indenting, and highlighting. You need to make sure that these are all used in the same way throughout a document.
For example, if your titles are in point bold flush left and your subheads are in point centred, make sure you use this scheme consistently throughout the document. I can think of at least five situations in which features should be as prominent as benefits in your sales copy or, indeed, should top the bill in your copy… for example, when selling: Copy whose purpose is to sell equipment should stress both features and benefits in equal measure.
Note also that copy that fails to highlight all the key features of a piece of equipment can cost you sales. All I want is information that would help me in my accountancy practice. But if I want to buy a particular piece of equipment, such as a piece of office furniture, the sales copy, once it has mentioned the benefits, must list complete specifications so I can make an informed decision whether to buy. For example, if the copy relates to furniture being sold on mail order, it should show complete dimensions… otherwise how could I know whether it will fit in my living room or whatever space I expect it to fill?
Benefits may generate an initial interest in a physical product… but your copy must also show how it works and what it can do. Leaving out a particular feature can mean that you fail to convert the initial interest into a sale. Another time features expensive systems such as kitchens, heating systems, car maintenance kits, and so on.
For example, if a person were thinking of having a new oil-fired central heating system installed in his or her home they would be likely to concentrate on the technical features of the various systems available in their local market.
In this kind of situation, your copy would have to explain key technical features, such as installation costs, running costs, warranties and so on, to build consumer confidence in the performance of the product and the reliability of the manufacturer and the installer.
These features and technical specifications would be the key ingredient of successful copy. Detailed features are absolutely necessary to persuade potential buyers of home and office systems to buy your product.
The copy you write to address experts in a particular field is usually very different compared to the usual business-to-consumer writing. If you sales copy is directed at home owners, you should highlight benefits such as reductions in fuel bills, how your house will be made warmer with fewer draughts, the effects of insulating the attic floor rather than the roof and so on.
But if your copy is directed at building contractors and installers of insulation systems you would ignore all these benefits. Contractors are already fully aware of them. They are only interested in whether your products are what they need to do a good job and turn a decent profit… features like types of materials, installation techniques, prices and volume discounts, and so on, ie the knowledge they need to make an informed decision about your insulation products.
Treat experts as experts and just give them the information they need to make informed decisions about your products or services. It is a truism to say it … people who buy from your copywriting clients are not interested in your clients or their products or services per se. What they are really concerned about is what those products or services can do for them … the benefits they will derive from using them.
Any product or service can be viewed at four different levels … features, advantages, satisfactions and benefits.
Each of these four levels has its own set of characteristics. These will vary depending on the type of product or service you are writing about and the market for which it is intended to cater. Suppose you have been asked to write some persuasive copy for a new suite of accounting software.
The purpose of the trick is to help you clarify you thoughts and marshal your argument. The result is that cost-savings, greater control, increased production, and better decision-making are achieved.
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