Features vs. Benefits vs. End Results

Written by Karon Thackston

Continued from page 1

Benefits makerepparttar features personal. They explain howrepparttar 135682 features will be of use inrepparttar 135683 customer's life.

End Results - A Glimpse Intorepparttar 135684 Future

We can take this process one step further, however. After customers buyrepparttar 135685 phone, and after they use it, what end results will they experience? As asked before, how will their lives be improved? What willrepparttar 135686 effects of their buying decision be? Let's go back to our list and add end results asrepparttar 135687 last sentence inrepparttar 135688 benefits list.

·5.8GHz digital system: The 5.8GHz frequency lets you go anywhere in your house and still have clear reception without disrupting your home network. The frequency-hopping digital technology keeps calls secure from outside sources. You'll have complete freedom to talk with no interference on one ofrepparttar 135689 most advanced systems available. ·Talking caller ID: No need to be within visual distance of your phone. You can hear who's onrepparttar 135690 line before you pick uprepparttar 135691 phone. You'll enjoyrepparttar 135692 ultimate in convenience with this feature. No more running to viewrepparttar 135693 handset or base! ·Expandable: Keep a phone in any room—extra handsets cost less than other phones and don't need a phone jack. This base unit supports a total of four handsets. Add up to three handsets for a complete set. Expandable phone systems are smart investments that save time and money. ·Selectable ring tones: Customizerepparttar 135694 sound of your phone by choosing from three ring tones. Make your phone an extension of yourself. ·Dual speakerphones: Talk directly intorepparttar 135695 base withrepparttar 135696 base speakerphone, whilerepparttar 135697 handset speakerphone provides convenient hands-free calling wherever you take your handset. You'll haverepparttar 135698 flexibility of speakerphones wherever and whenever you talk.

Do you see whatrepparttar 135699 end results have done? They've givenrepparttar 135700 customer a glimpse intorepparttar 135701 future. The feature states thatrepparttar 135702 phone offers 5.8GHz technology. The benefit goes on to explain that 5.8GHz technology is important because it offers clear reception and safety. The end result wraps things up by statingrepparttar 135703 customer will have a life filled with freedom and no interference from their highly advanced system.

Other end results point out howrepparttar 135704 phone system will make each user's life more convenient, how this smart investment will save time and money, how it will conform to one’s personality and howrepparttar 135705 phone will lend flexibility torepparttar 135706 customer's life.

When you create your copywriting plan, be sure to listrepparttar 135707 features and build your benefits as usual. But, for added power, don't forget to include end results that will helprepparttar 135708 customers visualize how your product or service will make their lives better.

Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon’s latest e-report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.

4 Tips for Writing Successful Swipe Copy

Written by Bruce Carlson

Continued from page 1

Or lower...

3) Build a swipe database

All good copywriters keep a swipe file. Some have entire rooms full of old ads, mail packages, and sales letters that worked inrepparttar past. And once in awhile they package them up and sell them for a nice profit...

Withrepparttar 135371 Internet it's easy to just save good copy to your hard drive or a folder in your email program. When you run across something that catches your eye save it immediately before you do anything else. Otherwise you might suddenly find yourself immersed in other matters and forget aboutrepparttar 135372 sales letter you just read.

As so often happens in cyberland...

I kick myself sometimes because I forget to save a hot letter. And later on. when I go back to try to find it, it turns out they've already taken it down becauserepparttar 135373 product sold out.

You also need to get onrepparttar 135374 email lists of people doing marketing in your niche(s) so you can get their mailings. Some very good sales copy is written specifically for email.

The more material you have to work withrepparttar 135375 better. There just might be one little idea in that ocean of material that makesrepparttar 135376 difference in whether your copy succeeds or fails...that makesrepparttar 135377 difference between small profits and large profits.

So start a virtual swipe database. If you run out of room on your hard drive burn it onto CD's. It'll take a while to fill a room with CD's full of swipe material!

Byrepparttar 135378 way, nowadays onrepparttar 135379 Internet there are several "swipe file" products available for purchase, but you need to be careful. These collections of "winning" sales letters are often of very poor quality. So do your due diligence before you buy them.

Inrepparttar 135380 direct mail industryrepparttar 135381 quality control is much more stringent. There are several excellent collections published in book form and most good copywriters, online or off, keep a couple of them on their shelves.

Some examples of these great works are Hodgson's "The Greatest Direct Mail Sales Letters of All Time", Denny Hatch's "Million Dollar Mailings", and Herschel Lewis and Carol Nelson's "World's Greatest Direct Mail Sales Letters". Hodgson's book is available in PDF form from www.twipress.com , a great website for marketing books in general.

Oh, and don't forget that your own past successful efforts are also good candidates for a swipe or two...

4) Integrate Smoothly

It goes without saying that you should smoothly blendrepparttar 135382 material you swipe into your own copy so that it looks like it belongs there. But it's amazing how often people fail to do this.

Make sure to putrepparttar 135383 copy you borrow into your own voice so it reads as if it were something you wrote. Novice marketing is often easy to spot because ofrepparttar 135384 discrepancy betweenrepparttar 135385 less-than-experienced voice ofrepparttar 135386 marketer andrepparttar 135387 confident voice ofrepparttar 135388 good copywriter or copywriters he or she has borrowed elements from.

When you've got conflicting voices within a sales letter people pick up on it.

While most buyers don't care about good grammar, they will notice, even if it's on a sub-conscious level, when your copy is out of balance. They'll know that something "just isn't right". And that's all it takes for them to click out.

So make sure you put what you borrow into your own words. Authenticity is a genuine key to direct marketing. Customers identify with a perceived personality behindrepparttar 135389 words, not withrepparttar 135390 letters onrepparttar 135391 page.

You can borrow headlines, sub-headlines, bullets, stories, offers... Even ideas. The list goes on. But make them a part of you! Not just a cut-and-paste job that stands out like a sore thumb.

As long as you retain your own USP (Unique Selling Proposition) throughout your copy, you will maintain your offer's consistency. And within that context you can then borrow copy ideas to your heart's content. But blendrepparttar 135392 borrowed copy in smoothly. Spend a good amount of time with this. It's definitely worth it.

Swiping is a part of everyday life inrepparttar 135393 copywriting world. And once you getrepparttar 135394 hang of it, only hard-core copywriting students will pick up on what you've done.

Which is perfectly alright. You may even get a congratulatory note from them.

So go forth and boldly swipe. Because sometimes good enough is indeed * good enough *!

Bruce Carlson is a 12-year veteran educator and freelance writer who wants to help you improve your online copywriting. Sign up for his FREE newsletter at http://www.dynamic-copywriting.com

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