So what makes great sales copy? Is it well-written text? Broad appeal? A unique product?
While all these elements are important and certainly help strengthen your message, probably the most critical of all is answering “What’s in it for me?”
Think about it – you could have an absolutely brilliant product, but if you can’t convince your audience of all the benefits they’ll reap from buying it, you might as well pack up and go home.
Don’t confuse features with benefits
One of the biggest mistakes novice writers make when writing their sales copy, is focussing solely on the features of their product or service, rather than the benefits.
For instance, let’s say you sell Stanley knives; some of the features of each knife might be:
- a retractable blade
- rubber casing
- bright colours
- replacement blades
That’s all good and well, but how does that help me?
Let’s take a look at the benefits of each feature and find out.
Retractable blade: Avoid nasty cuts or damaging other tools and equipment with a blade that safely and conveniently retracts fully into the handle of the knife.
Rubber casing: A firm, comfortable grip ensures maximum control for precision cutting, making an accurate job quicker and easier.
Bright colours: A range of bright, visible colours mean you no longer waste time hunting around for your precision knife and reduce the risk of losing it to someone who mistakes it for their own.
Replacement blades: Save time and money by having 10 spare blades on hand, where and when you need them.
Rather than just offering a brightly coloured knife with replaceable, retractable blades, you’re instead offering a tool which is:
- easy and comfortable to use
- helps protects you and your equipment
- saves you time and money
See how more attractive that second list is? Why wouldn’t you want one?
So remember, when you’re trying to write effective sales copy, don’t just tell me how good your product is. Tell me WHY.
As the old saying goes: It’s not about selling the steak – it’s about selling the sizzle!