|
 Unless
you have a professional copywriter on staff or hire outside help,
then you probably struggle when creating your headlines and advertising
messages. Worse, your company sales will suffer from poor marketing
messages that don't inspire interest or get your prospects to take
action.
All
of us are bombarded with thousands of marketing messages each day — on
our way to work, on television, the Internet and even on the coffee
mug sitting on your desk. The only thing that catches our attention
is a benefit, more specifically, a benefit headline. Yes,
features are just as important, but not until your prospect knows
how they will benefit from using your products or services.
Effectively
communicating your benefits and features in such a way that attracts
their attention is critical for successful marketing efforts.
Let's
define what a benefit is — it's something the prospect
gets, it's an intangible — something that makes their lives
better in some facet. Like increased safety and security, confidence,
enjoyment, increased pleasure, reduced risk...you get the idea. It
is something that answers the questions, "Why do I care?" and "What's
in it for me?"
A feature is
anything that describes you, your product/service, or your company.
Read that sentence again. That means, "In Business 10 Years" is a
feature, not a benefit. The benefit is that your prospects get "increased
confidence" in your experience. An automobile air bag is a feature,
and the benefit is increased safety.
Don't
take our word for it . . . go and gather up all of your company's
advertisements, brochures, yellow-page advertisements, and take a
look at your website. Next, take a highlight pen and circle all
of your benefits using the criteria listed above. For that
matter, go get a magazine or newspaper and try to find benefits.
You will be hard pressed to find very many. Most of what you will
find is features, features and more features.
Why? Because
most people who design marketing materials have been conditioned
to think that people will automatically relate the feature to a benefit.
That's just not true. The advertisements and marketing messages that
lead with benefits will always create more dramatically improved
results than those that are just full of features.
We
have assembled some of the best copywriters in the world to assist
you. People like Randy Gage, Ted
Nicholas, and Ford Saeks have
literally sold millions of dollars worth of products and services
through the effective use of copywriting and direct marketing.
Whether
you're designing a single advertisement or brochure or planning a
larger marketing project, we can help you craft the marketing messages
that are best for your business. To learn more about how we can help
you increase your results and profits, please fill out and submit
the Contact Form or call us at 1-800-946-7804 or (316) 942-1111.
|
