| I have no idea what you do for a living, but the | | | | A copywriter will focus primarily on these questions: |
| chances are that you have at some point been | | | | What will it do for them? Why should they spend |
| involved in the making of a product or service. If you | | | | their hard earned cash on your product or service? |
| have, you would also have been of the impression | | | | Say, for example, you have made a pair of football |
| that it was the greatest thing since toffee popcorn | | | | boots and your sales copy reads something like this: |
| (or whatever your particular vice may be). | | | | - they are made from the finest Italian leather which |
| This is no bad thing. You would have nurtured it from | | | | moulds to your foot |
| your initial brain storming session right through to its | | | | - they have titanium tipped studs |
| maturity. It was you who was there when the | | | | - they come in a vast array of colours |
| problems needed ironing out. In fact I am willing to | | | | Guess what you reader will think. They'll be saying 'so |
| bet that you were so close to it, it was all you were | | | | what' whilst turning over the page to read the latest |
| able to talk about. And what did you talk about? | | | | celebrity gossip. |
| Probably its key features - what it did because that | | | | But, if you sold them on the basis that by wearing |
| was what was so great about it. | | | | your football boots they will be transformed into a |
| Right? | | | | world class player (a bit extreme I know, but it gives |
| Wrong. I'm not saying that it is a bad thing - far from | | | | you the idea), that is a benefit. The features will help |
| it, we all want to know what it does. But when you | | | | rationalise a buying decision, but it is the benefits that |
| come to copywriting and try to sell it to someone via | | | | will make them hand the credit card over. |
| your website, brochure or advert, you must | | | | Give your customer a great reason why they should |
| understand that what your potential buyer really | | | | buy your product and they will. |
| wants to know is how it is going to benefit them. | | | | |
