Continued from page 1
On other hand, if you write: Our Widget works twice as fast, so you do job in half time, then ‘So What?’ has been answered. Your customer can cut his production time by 50%.
Likewise, were you to write: Our Widget is so small, it fits into palm of your hand, you simply invoke ‘So What?’. Which results in: Our Widget fits into palm of your hand, so it goes wherever you go. In this case, benefit is portability. You can use it anywhere.
Over years, I have found ‘So What?’ test to be invaluable. You might care to give it a try yourself.
And on subject of headlines consider this.
When trying to write a headline many people tend to go off half-cocked. They consider marketing brief, then bash down a headline or two to satisfy it. After that, they write body copy.
Experience shows, however, that if you write body copy first, odds are that there will be makings of a headline within it struggling to get out.
Body copy is, or should be, a carefully worked and logical encapsulation of marketing brief. In other words, whys, wherefores and benefits of owning product or service. It makes sense, then, that if it is properly written, there is a very real chance of finding an embryo headline lurking within it.
Why not give it a whirl? You may be agreeably surprised.
Patrick Quinn is an award winning copywriter with 40 years' experience of advertising business in London, Miami, Dublin and Edinburgh. He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com
Patrick Quinn is an award winning copywriter with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh. He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com