Chan Do Internet Success System Launch- How To Write Effective Ads-3
This is the third series of 5 from Patric Chan's
, Chan Do
Internet Success System Launch - How to write effective ads - 3.
Let us go through.
Stress Benefits, Not Features
What are features? They are metaphors of what
qualities a product possesses.
The XYZ car speeds up 55 miles per gallon in the city.
Our ladder's construction is made from a lightweight durable
steel alloy.
Our design is protected by a patent.
This database has a built-in data-mining technique.
And what are benefits? They are what those features
mean to your prospects.
You'll conserve money on gas and cut down on environmental
contaminants when you use our energy saving high-performance
hybrid car. Plus, you'll feel the extra oomph when you're
passing cars, courtesy of the efficient electric engine,
which they don't have!
Lightweight heavy-duty metal-alloy frame means you'll be
able to take it with you with ease, and use it in places
most other ladders can't go, while still supporting up
to 800 pounds. No more backaches lugging around that
weighty ladder. And it'll last for 150 years, so you'll
never need to buy one more ladder again!
Patent-protected product ensures you can use it on wood,
plastic, metal, ceramic, glass, and tilewithout messy
cleaning and without ever having to re-do it once more guaranteed!
You can straight away see the "big picture" concealed in your
data, and pull the most arcane data on demand.
Watch your business do a "180" in no time fixed, when
you immediately know why it's failing in the first place!
It's all done with our built-in data-mining system that's
so straightforward to get through, my twelve year-old son used it effectively
right out of the box.
I just made up those examples, but I imagine you understand
my point.
By the way, did you notice in the list of features where
I wrote "steel alloy?" But in the benefits I wrote
"metal-alloy"(with hyphen). Not sure off-hand which
one is correct, but I know which one I'd use.
Here's why: you are not lettering to impress your English
teacher or win any prizes. The single award you're after
is your copy beating the control (control being the
best-selling copy so far), so take some liberty in grammar,
punctuation, and sentence structure. You want it to be understood
and acted upon, not read and well-liked!
Butback to benefits
If you were selling an expensive watch, you wouldn't
tell your reader that the face is 2 inches in diameter
and the band is made of leather.
You show him how the extra-large face will tell him the
time at a glance. No sir! He won't have to look sideways and
look foolish to everyone around him trying to read this
magnificent watch. And how about the way he'll project
victory and charm when he wears the beautiful gold
watch with its handcrafted tailor made leather band? How his
lover will discover him irresistible when he's all dressed
up to go out, wearing the watch. Or how the watch's status
and beauty will attract the ladies.
Incidentally, did you notice how I brought up not squinting
as a benefit? Does that seem like a silly benefit? Not if
you are selling to affluent baby boomers distress from
degrading vision. They probably hate it when somebody they're
trying to impress sees them squint in order to look at something.
It's all part of their deep desire, which you need to
discover. And which even they may not get about. That is,
until you show them a better way.
The point is to deal with the benefits of the product,
not its features. And when you do that, you're focusing
on your reader and his interests, his wishes. The trick
is to highlight those specific benefits (and word them
acceptably) that push your reader's emotional hot buttons.
How do you do that? Wait our next article! This is it today from
Patric Chan's Chan do internet success system launch. I hope that
you enjoyed reading it. All the best to you.
Chan Do Internet Success System Launch- How To Write Effective Ads-3
By: Ali Engin Senyuva
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