Killer Sales Copywriting Secret – It’s All To Do With Benefits!

Killer sales copywriting, what have benefits got to do with it? Answer everything! All the best copywriting is benefit orientated.
So what exactly is a benefit? The best definition I have ever heard is:
“The FEELING you IMAGINE you will have when you OWN the product.”
Which of the following sentences appeals more to you:
A. “The cooker comes with the very latest digital timer” or B. “You will have a piping hot meal all ready to eat when you get home from work”
A. “Our shoes are made of the finest calfskin leather” or B. “These shoes will make you feel like you are wearing kid gloves on your feet”
Are you beginning to get the picture? Here’s another piece of copy just taken at random from Googling web sites. This was a site selling motorcycle leather jackets.
“Men’s leather jackets come in a variety of styles, lengths, and colors. Blazers, car coats, bombers, and racing jackets are just a few of the many styles. Bomber jackets and leather motorcycle jackets are typically shorter jackets while blazers and car coats generally hit lower, either around the hip or mid-thigh.”
Oh yes, very interesting, you now know all about leather jackets and you can go out and amaze your friends with your knowledge.
But what if we changed the above to:
“Remember Brando’s Jacket in the ‘The Wild One’ or Steve McQueen’s Bomber Jacket in ‘The Great Escape’ well we stock ’em both! Any style any shape we’ve got what YOU want!”
Just IMAGINE looking like Brando or McQueen as you ride your motorcycle unless your a girl of course!
The 5 minute ‘Benefits’ exercise
Here’s a little exercise I learned from a top copywriting pro that should help anyone selling or promoting a product or service to get more customers.
You get a big sheet of paper and a pen. Then you draw a line down the center of the sheet. On the left side of the line you write the word “Features” and on the right side write the word “Benefits”.
Now under ‘features’ you write down all the features you can think your product/service offers. Under ‘benefits’ you write down how you think each feature you have listed will actually benefit your customer.
Next, you underline your most important benefit. Finally, you write a new ad/sales letter/email or blog post based around your most important benefit.
If you do this right you should get a considerable increase in response from your prospects and make a lot more sales. After all that’s what killer copywriting is all about making sales!