| Killer sales copywriting, what have benefits got to do | | | | friends with your knowledge. |
| with it? Answer everything! All the best copywriting | | | | But what if we changed the above to: |
| is benefit orientated. | | | | "Remember Brando's Jacket in the 'The Wild One' or |
| So what exactly is a benefit? The best definition I | | | | Steve McQueen's Bomber Jacket in 'The Great |
| have ever heard is: | | | | Escape' well we stock 'em both! Any style any shape |
| "The FEELING you IMAGINE you will have when you | | | | we've got what YOU want!" |
| OWN the product." | | | | Just IMAGINE looking like Brando or McQueen as you |
| Which of the following sentences appeals more to | | | | ride your motorcycle unless your a girl of course! |
| you: | | | | The 5 minute 'Benefits' exercise |
| A. "The cooker comes with the very latest digital | | | | Here's a little exercise I learned from a top |
| timer" or | | | | copywriting pro that should help anyone selling or |
| B. "You will have a piping hot meal all ready to eat | | | | promoting a product or service to get more |
| when you get home from work" | | | | customers. |
| A. "Our shoes are made of the finest calfskin leather" | | | | You get a big sheet of paper and a pen. Then you |
| or | | | | draw a line down the center of the sheet. On the |
| B. "These shoes will make you feel like you are | | | | left side of the line you write the word "Features" |
| wearing kid gloves on your feet" | | | | and on the right side write the word "Benefits". |
| Are you beginning to get the picture? Here's another | | | | Now under 'features' you write down all the features |
| piece of copy just taken at random from Googling | | | | you can think your product/service offers. Under |
| web sites. This was a site selling motorcycle leather | | | | 'benefits' you write down how you think each |
| jackets. | | | | feature you have listed will actually benefit your |
| "Men's leather jackets come in a variety of styles, | | | | customer. |
| lengths, and colors. Blazers, car coats, bombers, and | | | | Next, you underline your most important benefit. |
| racing jackets are just a few of the many styles. | | | | Finally, you write a new ad/sales letter/email or blog |
| Bomber jackets and leather motorcycle jackets are | | | | post based around your most important benefit. |
| typically shorter jackets while blazers and car coats | | | | If you do this right you should get a considerable |
| generally hit lower, either around the hip or mid-thigh." | | | | increase in response from your prospects and make |
| Oh yes, very interesting, you now know all about | | | | a lot more sales. After all that's what killer |
| leather jackets and you can go out and amaze your | | | | copywriting is all about making sales! |