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I began writing copy for a new product of mine today. And I ran straight into a big problem. Here I sit, having paid a grand to have this software developed and I start brainstorming headlines and quickly realize, I have no clue what my primary selling benefit is.

Sure, I've got a bucket full of features, but what the hell are the benefits?

I actually panicked, thinking, did I really create a product which has no benefit? But, rational minds prevailed and I knew better. This product was created for my own membership site and I knew if I needed it, others would too.

But, it was good because I was forced to go through the exercise of enumerating my features and asking the question, "And that means...?"

It took me about 2-3 hours to finally drill down, think and uncover the true benefit of my product. But the final headline was worth it.

I always write a lot of headlines and reading the progression from the first (feature-based) to the last (dominant-emotion benefit-based) was enlightening.

Then the rest of the letter wrote itself. And all the feature-based stuff was used in the letter.

I realize this post is less useful without the copy but I'm not quite ready to reveal it. I'll update it in a week when I launch.
#exercise #fun #today
  • Profile picture of the author DavidG
    A quad core processor is a chip - it has no value...but what's the benefit to that?

    It makes your computer faster...and what's the benefit to that?

    If you are a a heavy computer user... like a student, graphics, writer...etc - you can get your work done in half as much time as it would take you with a dual core.

    And what does that mean? - You get to enjoy life more... have more time to spend with your wife and kids... and who knows, maybe even go fishing or get a second job for a little extra cash.

    And what does that mean?


    .02
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    • Profile picture of the author Mark Andrews
      Banned
      Originally Posted by DavidG View Post

      ...

      And what does that mean?


      .02
      Diddly fat squat that's what.

      I'm sure Bruce of all people is well aware, more than most in fact, what a benefit is. He is after all one of a handful of top copywriters on this forum in his own right.

      The problem sometimes can stem from being too close to your own product to write the copy for it effectively straight off the bat.

      Case in point, another top copywriter here (not Bruce) has just asked me to give him a hand to write the sales copy for his own $10,000 coaching program.

      Why ask me for help when he's a top copywriter himself?

      Again, quite simply because sometimes it takes an outside pair of eyes to instantly see what the real benefits are.

      Coming from an outside perspective, we can often see the story behind the product or service which we otherwise cannot see if we're too close to the product or service in question ourselves.

      I think this is probably what Bruce was similarly struggling with initially.


      Mark Andrews
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  • Profile picture of the author DavidG
    If Bruce doesn't get anything from my post then that's fine with me. But if somebody not as good gets an epiphany, then that's even better...

    Actually... I remember when I struggled with features and benefits... I never "got it" until some comment on a blog post gave me a new perspective on how to write them...

    Maybe I just tried to give him a different perspective?

    Listen, I don't know anything about the man... I've only seen some helpful posts from him. I'm not saying he doesn't know what he's doing.. but JUST maybe this might help... and if it doesn't, somebody will and the world will be a tiny bit better...
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  • Profile picture of the author Bruce Wedding
    Actually, if you re-read my post, I asked the same question you asked.

    But, it was good because I was forced to go through the exercise of enumerating my features and asking the question, "And that means...?"
    I know how to do the stuff.

    The point of the post was to show people the exercise you have to go through, and to reveal that even an "expert copywriter" (as I'm supposed to be) can have these moments. To reveal a little bit of the human side and educate at the same time.
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    • Profile picture of the author DavidG
      Originally Posted by Bruce Wedding View Post

      ...I know how to do the stuff...
      That's great then... I've been through a similar situation. Again - just a type of perspective...

      Either way - can't wait to see what you finished with.
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  • Profile picture of the author Steve Hill
    Originally Posted by Bruce Wedding View Post

    But, it was good because I was forced to go through the exercise of enumerating my features and asking the question, "And that means...?"

    It took me about 2-3 hours to finally drill down, think and uncover the true benefit of my product. But the final headline was worth it.

    I always write a lot of headlines and reading the progression from the first (feature-based) to the last (dominant-emotion benefit-based) was enlightening.

    Then the rest of the letter wrote itself. And all the feature-based stuff was used in the letter.
    Originally Posted by Mark Andrews View Post

    Coming from an outside perspective, we can often see the story behind the product or service which we otherwise cannot see if we're too close to the product or service in question ourselves.
    Great information here. Sometimes when waiting in a line or otherwise have idle time, it can be worthwhile to just take a nearby object at random and do a quick drill-down of the observable features, trying to arrive at the deepest core benefits. Even something as mundune as a yellow #2 pencil can yield some interesting benefits, by following the "So...?" formula (or Bruce's "and that means" wording). It gets easier with practice. ("It is hexagonal...so?" "So it doesn't roll easily...so? etc.)

    It's just a quickie exercise to make use of idle time, but when the practice comes in handy when a real need comes up, like what Bruce required.

    But as Mark says, it gets harder when closer to a product, which is something Ogilvy referred to frequently.

    If you work with clients a lot in developing ideas and benefits (whether it is for advertising, web sites, press releases, white papers, or other promotional marketing), a book worth reading is "Made to Stick" by Chip and Dan Heath. With the book's concepts in mind, great marketing ideas can be more easily recognized and developed, instead of being bypassed as "interesting but irrelevant."

    The hardest part can be getting the owner or people closest to the subject to free-think/converse freely and provide information beyond the obvious features. The old Rolls-Royce ad about the noisiest thing at 60 mph being the electric clock comes to mind, which was from a casual mention that came up in the research process.
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