You’ve heard individuals ramble on about how your advertising and marketing copy ought to communicate by way of advantages and never options. I say it all the time.
However how do you truly put it into observe?
Check out the picture under. I took it within the Apple Retailer. It’s a battery pack you clip on to your iPhone to increase its battery life.
However wait, what’s that within the backside left nook?
It’s a characteristic! Superior. This battery pack has a “capability of 2000mAh”.
That’s precisely the knowledge I wanted so as to make a shopping for determination.
Actually? No.
I couldn’t give a rat’s ass about that quantity. I don’t even perceive what it means.
I need to know the way this system goes to learn me.
Right here’s the way it needs to be written:
“Will increase your telephone’s battery life by 50%!”
Oh snap. There’s one other product proper subsequent to it.
Bingo.
That’s the one I’d purchase. It speaks to my wants, it communicates shortly and simply, and it’s benefits-driven.
In case you look carefully, you’ll discover it’s truly the identical firm, with two completely different variations (iPhone 4 vs. iPhone 5) – so both they realized their lesson for the brand new model and like leaving previous designs in shops, or their advertising and marketing departments don’t speak to at least one one other.
In the present day’s Conversion Tip: Learn the advantages.
Have somebody learn the copy in your touchdown web page out loud. In case you hear one thing that doesn’t make you care extra in regards to the providing than you probably did earlier than you heard it, it’s not a profit; it’s a characteristic. Rewrite it or take away it.