Copywriting is a great way to earn a living as a writer. It’s basically the only branch of writing that can actually offer a living wage, and in some cases a GREAT living wage to even a mediocre writer.
But there are a few tricks of the trade that have to be mastered if you’re going to be a successful copywriter. One of the biggies is differentiating between Features and Benefits.
Let me explain. Let’s pretend you’re selling an envelope.
Features are bare bones descriptions – kind of like something you’d read in an office supply catalogue. Here are the FEATURES of the envelope. It’s white. It’s #10. Printed lining and dry-glue flap. It’s an envelope.
But we’re not catalogue writers. We’re copywriters and although we NEVER lie, we do point out the BENEFITS of this technological marvel of smart engineering.
This #10 envelope is large enough to write any address on it, whether you’re sending a letter to you dear grandma or shooting off a contract to an important foreign client. Its premium glue is activated by a flick of your tongue and will hold securely until your recipient wants it open.
Its printed lining will keep every correspondence confidential and its extra-large size (in comparison to regular sized envelopes) will let you fold your letter in three easy steps and give your business a professional appearance.
See the difference? Features versus benefits. Which do you think will sell more envelopes? As a copywriter, you’ll need to master looking at features and turning them into benefits.
Grab something on your desk. Now draw a line down the center of any piece of paper. On the left side of the paper writer, “Features” then write “Benefits” on the left. Take your object and write every feature you can find, then turn them into benefits.
It’s a fun exercise – and an important one when you need to sell a product or service.
Now get to work….
(c) 2002 Filbert Publishing -- Beth Erickson is the publisher of Writing Etc., the FREE weekly e-mag that will make your writing sparkle, help you write killer queries, and get you on the road to publication -- fast.
Full Author Profile -->
PRINT THIS
