Writing Benefit-Driven Web Copy – 4 Steps to More Sales

Written by Glenn Murray

You've identifiedrepparttar benefits you offer your customers, but how do you turn a list of benefits into engaging web copy which converts visitors into customers?

Recently I wrote an article explaining how to identifyrepparttar 108075 benefits you offer your customers (http://www.divinewrite.com/benefits.htm). That article challenged business owners and marketing managers to think in terms of benefits rather than features when writing their web copy.

Whatrepparttar 108076 article didn’t discuss was how to actually writerepparttar 108077 web copy once they had identified their benefits. That’s what this article is about. (It even gives you a couple of templates you can use to make your job a whole lot easier!)

As a website copywriter, many ofrepparttar 108078 projects I undertake are completely new websites. The client has some general ideas about what they’d like to convey, but they need someone who can fine-tune their message, and create web copy (and a web structure) which engages their readers. As a result, overrepparttar 108079 years I’ve developed a process for doing this effectively. There are four main steps:

1) Identify benefits

2) Identify how you deliver these benefits

3) Prioritise your benefits

4) Writerepparttar 108080 content

Although this article touches on step 1, it’s mostly about steps 2, 3, and 4.


Branding aside, most websites are about selling. Customers don’t want to know what you can do; they want to know what you can do for THEM. That meansrepparttar 108081 first question you should ask is, “What benefits do I offer my customers?” This is usuallyrepparttar 108082 first step toward identifyingrepparttar 108083 key message to be conveyed.

That’s not to say that your website shouldn’t describe your products and services. You just need to make sure it describes them in terms of benefits to your customer.

But benefits identification is outsiderepparttar 108084 scope of this article. If you’d like to find out more about how to engage your customer with benefits, go to http://www.divinewrite.com/benefits.htm.


Of course, you can’t just claim to deliver benefits and stop at that. You need to support that claim. On your website, you’re going to need to convince your audience that you actually do deliver these benefits. Anyone can say they deliver benefits, but few can say it persuasively.

From step 1 you’ll have a list of benefits. Now you need to think about how you deliver each benefit in that list. This is where you start talking about features – price, product highlights, distribution channel, competitor weaknesses, external factors, USPs, etc. It’s helpful if you draw up a table with one column for benefits and one forrepparttar 108085 features which deliver those benefits. (Click http://www.divinewrite.com/downloads/benefitsfeatures.doc to download an example Benefits-Features table – 20KB.)

You’ll probably find this process much easier than identifying benefits. In fact, you’ve probably got most of this information written down already… somewhere. If not, chances are you uncovered a good portion of it when you were brainstorming for benefits.

TIP: If you’re having trouble identifying supporting features, before filling outrepparttar 108086 table, try listing everything you can think of which relates to what you do and how you do it. Don’t worry aboutrepparttar 108087 order. Just braindump onto a piece of paper, a whiteboard, a Word document, anywhere… Don’t leave anything out, even if it seems unimportant. (You’d be surprised how important evenrepparttar 108088 most insignificant details can become once you start assigning them to benefits.) If you start getting lost, think back torepparttar 108089 question you’re trying to answer: How do you deliver your list of benefits to your customer? Once you’ve done your braindump, read through it and decide which specific benefit each feature delivers.


Now that you’ve identified allrepparttar 108090 things you COULD say, it’s time to figure out what you SHOULD say and where you should say it. This is where your benefits-features table comes into play. Read through your list of benefits and prioritise them according to how compelling they will be to your reader.

The reason for this? Priority determines prominence. The most compelling benefits will need to be prominent on your site.

Script Mechanics—Suggestions for Writing Effective Voiceover Copy

Written by Peter Drew

As with any ofrepparttar performing arts, an effective voiceover begins with a well-crafted script. You don’t have to have many years of writing experience to create copy that is both effective and a pleasure forrepparttar 108074 voice actor to perform. Here are some ideas to consider before you put your pen to paper or fingers to keyboard.


Determinerepparttar 108075 purpose ofrepparttar 108076 ad, e.g. drive traffic to a store, produce direct response inquiries, announce a grand opening, move end-of-season merchandise, etc.

Determine who your customer is and speak to that person one to one, and, ideally, present one main idea inrepparttar 108077 copy.

Use A.I.D.A.: Attention, Interest, Desire, Action. Getrepparttar 108078 listener’s attention torepparttar 108079 ad; getrepparttar 108080 listener interested in what you’re offering; getrepparttar 108081 listener to want to take some action on your offer; giverepparttar 108082 listener a means to act and urge that action.


For a video script, userepparttar 108083 storyboard, if you have one, to guiderepparttar 108084 development ofrepparttar 108085 script. This will help you timerepparttar 108086 voice over torepparttar 108087 video’s scenes.

For audio only, where no storyboard exists, do a rough outline. This will help you create a basic logical structure before you start writing. The result will be a script that flows much better forrepparttar 108088 narrator andrepparttar 108089 intended listener.


Leave room for “verbal white space.” Just as a large block of densely printed copy is intimidating and difficult to read, a voice-over script that’s crammed with copy is difficult to follow and understand. A good rule of thumb for 30-second radio or TV copy is eight lines down (double-spaced), 10 words acrossrepparttar 108090 page. For a slower, more intimate read, go with seven lines, 10 words across. The same idea applies for a briskly paced 60-second ad: 16 lines down, 10 words across. For a slower pace, 14 lines, 10 words across. This 60-second guideline is helpful in timing long-form scripts, too. Just countrepparttar 108091 pages and you haverepparttar 108092 total number of minutes. Numbers are words, so be sure to consider them in your word count. A phone number, such as 1-860-291-9476, is eleven words. That’s more than one entire line of copy! Try spelling out numbers as words to get a good handle onrepparttar 108093 actual length of your copy. For example:

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