Remember, your website can only communicate to your readers in two ways. The first is
colors you use, while second is your copy (your writing). Even if you use audio/video on your site, you still need to write copy. So let's add some punch to your site and skyrocket your sales! In Sales 101, we learned that people buy benefits, not features. If you're a little rusty on difference between feature and benefits, here is a quick refresher course.
A feature describes a product. Like…
An internet marketing and promotion book This gives you an idea of what product is, but remember, people don't buy features. People only buy benefits.
A benefit tells what product does. Like…
An internet promotion and marketing book. Learn how to increase your traffic and profits.
That is our first example of combining features and benefits of product. The next step is to really make your copy sizzle, and make your sales zoom through roof. But before we do that, you should adhere to a main rule - never oversell your product. What I mean is never make a statement that says your product will do something, when it doesn't do it. For example, if your site sells computers with only enough capacity to run children's game, don't say your computers can run NASA. People are just starting to purchase merchandise in mass numbers via internet. You and I, people who derive an income from internet, shouldn't destroy this trust.
Let's make your copy sizzle. The best way to do this is to tie a feature and benefit to a need. Abraham Maslow's Hierarchy of Needs is a great place to start. Mr. Maslow stated everyone has five needs. In order, from bottom to top of his hierarchy, these needs are Physiological (survival), Safety and Security, Social, Esteem and Status, and Self-Actualization.
Here is a brief list of words and phases for each category. Use this information as your guide when designing needs-based copy:
Physiological (survival): breath easier, sleep well at night, live easy Safety and Security: avoid risk, worry-free, secure Social: popular, love, friendship Esteem and Status: respect, your own boss Self-Actualization: live your dreams, wisdom In addition to using Maslow's hierarchy, you should include descriptive and action-orientated words. Here is a brief list for you to use:
