Features vs. Benefits vs. End Results

Written by Karon Thackston

by Karon Thackston © 2005 http://www.copywritingcourse.com

If you've been inrepparttar copywriting realm for very long at all, you've heardrepparttar 135682 phrase "features vs. benefits." It's a fundamental copywriting principle and driving force behind much of what we, as copywriters, create. But there's also another aspect to this equation.

What happens after customers buy your product or service? Once they've used what you have to offer, what will be different in their lives? What willrepparttar 135683 end results, of their buying decision, be? Getting your customers to look atrepparttar 135684 end results of their actions can be an extremely powerful persuasion tool that you'll want to incorporate into your copy.

Let's look at features, benefits and end results and see how all three work individually and collectively to create a targeted push torepparttar 135685 point of purchase.

Features - The Basic Outline of Your Product or Service

Features, in copywriting, are a starting point. They provide a basic outline for what your customer needs to know. Features describe (most often)repparttar 135686 attributes of a product or service. If we're usingrepparttar 135687 example of a cordless, telephone-answering system, some features might be:

• 5.8GHz FHSS • Talking caller ID • Expandable to 4 handsets • Selectable ring tones • Speakerphones

For a person who knows nothing about cordless phones with answering machines, this list might not mean much. It's a basic blueprint ofrepparttar 135688 telephone and nothing more.

Benefits - Makerepparttar 135689 Product or Service More Personal

Benefits enlivenrepparttar 135690 features. Benefits makerepparttar 135691 features, andrepparttar 135692 product or service, more personal. They explain howrepparttar 135693 features will improverepparttar 135694 customer's life in some way. Usingrepparttar 135695 features list above, see whatrepparttar 135696 benefits might be. (The list below was taken from Panasonic™ marketing materials and relates directly to their KX-TG5230M model phone.)

·5.8GHz digital system: The 5.8GHz frequency lets you go anywhere in your house and still have clear reception without interfering with your home network. The frequency-hopping digital technology keeps calls secure from outside sources. ·Talking caller ID: No need to be within visual distance of your phone. You can hear who's onrepparttar 135697 line before you pick uprepparttar 135698 phone. No more running to findrepparttar 135699 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. ·Selectable ring tones: Customizerepparttar 135700 sound of your phone by choosing from three ring tones. ·Dual speakerphones: Talk directly intorepparttar 135701 base withrepparttar 135702 base speakerphone, whilerepparttar 135703 handset speakerphone provides convenient hands-free calling wherever you take your handset.

4 Tips for Writing Successful Swipe Copy

Written by Bruce Carlson

© 2005 by Bruce Carlson

Master copywriter and marketer Dan Kennedy, in his highly popular and successful copywriting seminars, likes to tell his students that "sometimes good enough is good enough" when it comes to a piece of sales copy.

What does Dan mean by this?

Simply put, you don't need to reinventrepparttar wheel in order to write successful copy. What has worked inrepparttar 135371 past can and will work again.

Learning to effectively "swipe" from winning sales letters is one ofrepparttar 135372 most important skills you can develop as a copywriter. And, contrary to what you may sometimes hear, there is nothing "unethical" or "sleazy" about it. Every great copywriter employs swipe techniques to some extent.

The key to writing good swipe copy is awareness. By keeping focused on a few key areas you'll quickly develop a sense of what can work for you and your market.

Here are a few tips for writing swipe copy that works.

1) Be onrepparttar 135373 lookout for parallel markets

Parallel markets to your own niche offer great opportunities to borrow elements for your own purposes.

For example, let's say you're writing a piece for a website that sells dog toys.

Your first possibility for a parallel market would be any website that sells pet toys (other than dog toys). You'd also want to look at sites that sell children's toys (although I certainly don't want to imply that dogs and children have a lot in common!) :-)

After this you could stray further afield and look at sites that sell other pet accessories. Keep in mind that you are looking for successful sales elements that might work for you. Anything and everything that looks like it could work for your own campaign needs to be taken into consideration, as long as it's been proven successful. Parallel niches offer a golden opportunity because of their similarities to your own niche.

How do you determine if a parallel niche site is successful?

Use Alexa to see what kind of traffic they get. Search aroundrepparttar 135374 Web a bit and see how often their name pops up. More than anything though, just use your marketing instincts to sniff outrepparttar 135375 quality of what they're doing in terms of direct response.

If you think they may be doing OK then sign up for their newsletter or f.ree report or autoresponder series. Study their marketing diligently.

If you get even one idea for your copy from a parallel marketer then you've done well.

Occasionally marketers hitrepparttar 135376 jackpot and find a full letter that fits their market's purposes torepparttar 135377 tee (with a few alterations needed here and there). But more often it's an approach or an element ofrepparttar 135378 sales letter that proves useful.

2) Know your target market's level of awareness

As you know, you need to be on a very intimate level with your market. You need to know their wants and needs inside out.

For freelance copywriters this can be a particularly troublesome area, because freelancers often have difficulty just jumping intorepparttar 135379 prospects' shoes atrepparttar 135380 drop of a hat. Thus many freelancers choose to specialize in a few select niches whose target markets they do have a good understanding of and/or can learn about without an inordinate amount of work.

But beyond a good working knowledge of your market's wants and needs there's also a knowledge of its level of awareness or sophistication.

You'll want to determine how much knowledge your prospects have of techniques used standardly in sales copy which targets them. With our dog toys example, repparttar 135381 online market's level of awareness would be fairly low. New ads for this market could be brought in from other parallel areas without much fuss.

But with a market like online marketers, for instance,repparttar 135382 level of awareness would be quite a bit higher. Copy aimed at this audience needs to take that higher level into consideration and not makerepparttar 135383 mistake of using worn-out copy fromrepparttar 135384 past that every marketer has seen a million times.

Over timerepparttar 135385 market's level of awareness will increase (and withrepparttar 135386 Internet we find that online shoppers' levels of awareness in general are increasing, thus making some ofrepparttar 135387 techniques seen even a few years ago less effective). And so you need to stay in tune with what's going on inrepparttar 135388 whole marketing arena for your product or service.

After all is said and done, testing and tracking will show what's working however. And in some cases marketers are genuinely surprised at how much higher their market's level of awareness is than they had imagined.

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