I once overheard a product manager remark that “anyone can write copy”. It’s true, anyone can write copy. But not anyone can write GREAT copy.
Good copywriters know they must focus on benefits, not features. Great copywriters know there are deeper benefits, those beyond the superficial. Great copywriters know the power of those deeper benefits.
Here’s a simple example using a ski jacket.
- Feature: Ultra light yet super warm insulation.
- Benefit: You’ll stay warm while skiing.
- Deeper Benefit: Because you’ll stay warm, you can spend more time on the slopes doing what you love.
Focusing on a product’s deeper benefits generate greater response rates and greater sales. A great copywriter knows this. And that’s why you need a GREAT copywriter.
© 2017 David Biagini All rights reserved
