| Copywriting Must Sell The Benefits |
Copywriting Must Sell The Benefits
To inform your customers of what you can offer them, you want to communicate your intentions/goods/services etc. to them. The way to accomplish that is through emotional response writing.
Emotional response writing is an e-mail, newsletter or sales letter written to persuade the reader to place an order, request more information, or to show support for a product or service. It gently taps the reader on the shoulder to take a specific action. To do that, you make an OFFER to the reader, NOT an announcement. The letter/e-mail etc. needs to go to the right target audience, appeal to their wants/needs and be useful and informative.
By getting your audience to take action (a call to action) means a "sell" of sorts - but a soft sell. It will also mean you'll need supportive documentation, other flyers, pamphlets or what not, since if you use a sales letter, it often doesn't do the entire job of selling for you.
Getting Started
You need to know your products and services inside out. Nothing takes the place of your knowledge and how you present yourself. You'll need to have resources on hand in addition to what you know, things like - online resources, ads, articles, newsletters books etc.
Next; sort out the benefits from the features of your products/business/service. What does the product do for the prospect that needs/wants it? What do they get or gain from buying it? What is the unique selling point of your product/business/service? A benefit is the specific outcome of a feature of your product or service. Benefits motivate people.
Before you start writing to tell people what you can offer them, you need to ask yourself some questions. For example, how am I going to market this product/service? Will you need other information to go along with your letter? What do you need? Who is your competition? How are they marketing their product? What benefits can you offer your customers that the competition can't? (This is a crucial benefit!) How much money do you want to spend on advertising? Are your marketing goals/hopes realistic? Who is actually your buyer?
Why would your customers want to buy what you offer them? The most common "why" is fear of missing out on something. Does your offer appeal to their emotional needs? Seriously think about whether or not your copy causes your reader to consider the potential "Fear of Loss" and you will have half the battle won.
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