The link between product and consumer needs involves connection between features (what product does) and outcomes for users. In case of shampoo example, let's say product's features include a new moisturizer that makes our hair more attractive. In turn, more attractive hair means we're more likely to enjoy a busier social life. So, marketer who emphasizes outcome or benefit (a more active social life) will sell more shampoo than a marketer who focuses on product or its features (new moisturizer).

In non-sales fields that idea of addressing needs of readers and listeners isn't nearly as well appreciated. Consider internal memos, composed and circulated by millions of well-meaning managers and supervisors. Many of them focus on needs of manager or organization, and not on reader, person who needs to be persuaded by writer of memo.

Would internal memos work more effectively if their writers focused on reader instead of themselves? Would people making in-house presentations get better responses by building their pitches on needs or aspirations of audience? I think so. The experience in sales has shown, overwhelmingly, that benefits outsell features (features being characteristics of product or service being sold).

When you next set out to send an important message, pause long enough to ask yourself whether persuasion is your goal -- either directly or indirectly. If you do want to persuade, then ask yourself if you've focused sufficiently on recipients. That's starting point for persuasive communication.

Of course, these are just a few. What was his response? “Now I feel stupid! Of course, there are several types of copy. I don’t know why I thought I had to have one particular kind for my site.”

From there we worked together to better understand his audience and create copy that would appeal to them.

Copywriting is not one-size-fits-all. I’m not saying sales letters don’t work. Like every other type of copy, they do, given right environment and right product/service. What I am saying is you shouldn’t box yourself in by assuming you *have* to have a particular type of copy. Just because one style of writing works well with someone else’s site doesn’t mean it is right for yours. Just because another person is selling a similar product or service doesn’t mean you have same audience… therefore it doesn’t mean you should use same type of copy.

In fact, there may be several different types of copy that work equally well for your site/customer. After all, diversity is part of advertising. Take time to investigate your product, service, and customer then research copywriting styles. When you do, you’ll likely discover that you have several options. Test those options in order to find one that pulls best response. *That’s* type of copy that works best for your site.

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