Writing Benefit-Driven Web Copy four Actions to Much more Sales
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You have identified the positive aspects you provide your clients, but how do you turn a list of benefits into engaging net copy which converts visitors into consumers?
Not too long ago I wrote an write-up explaining how to determine the positive aspects you offer your consumers (http://www.divinewrite.com/positive aspects.htm). That article challenged organization owners and marketing and advertising managers to feel in terms of benefits rather than functions when writing their net copy.
What the post didnt go over was how to truly write the net copy once they had identified their benefits. Thats what this article is about. (It even gives you a couple of templates you can use to make your job a whole lot less difficult!)
As a internet site copywriter, several of the tasks I undertake are entirely new web sites. The client has some general concepts about what theyd like to convey, but they need someone who can fine-tune their message, and develop web copy (and a net structure) which engages their readers. As a outcome, more than the years Ive developed a procedure for doing this successfully. There are 4 primary actions:
1) Identify benefits
2) Identify how you deliver these rewards
3) Prioritise your benefits
4) Write the content
Despite the fact that this write-up touches on step 1, its mostly about actions 2, three, and 4.
STEP 1 Determine YOUR Rewards
Branding aside, most sites are about selling. Clients dont want to know what you can do they want to know what you can do for THEM. That means the first query you ought to ask is, What positive aspects do I offer you my buyers? This is normally the first step toward identifying the crucial message to be conveyed.
Thats not to say that your web site shouldnt describe your goods and services. You just want to make confident it describes them in terms of advantages to your customer.
But benefits identification is outside the scope of this post. If youd like to locate out a lot more about how to engage your client with advantages, go to http://www.divinewrite.com/advantages.htm.
STEP two Identify HOW YOU DELIVER THESE Benefits
Of program, you cant just claim to deliver rewards and cease at that. You require to support that claim. On your web site, youre going to need to have to convince your audience that you actually do deliver these positive aspects. Any person can say they deliver benefits, but few can say it persuasively.
From step 1 youll have a list of positive aspects. Now you need to have to assume about how you deliver each benefit in that list. This is where you commence speaking about characteristics cost, product highlights, distribution channel, competitor weaknesses, external elements, USPs, and so on. Its helpful if you draw up a table with one particular column for rewards and one for the functions which deliver those positive aspects. (Click http://www.divinewrite.com/downloads/benefitsfeatures.doc to download an instance Positive aspects-Features table 20KB.)
Youll almost certainly discover this procedure a lot simpler than identifying benefits. In reality, youve most likely got most of this info written down currently someplace. If not, probabilities are you uncovered a excellent portion of it when you had been brainstorming for benefits.
TIP: If youre having trouble identifying supporting characteristics, ahead of filling out the table, attempt listing every little thing you can feel of which relates to what you do and how you do it. Dont be concerned about the order. Just braindump onto a piece of paper, a whiteboard, a Word document, anyplace Dont leave anything at all out, even if it appears unimportant. (Youd be surprised how crucial even the most insignificant facts can become when you start assigning them to benefits.) If you start off getting lost, think back to the question youre attempting to answer: How do you deliver your list of advantages to your consumer? The moment youve accomplished your braindump, read by way of it and make a decision which precise benefit each and every feature delivers.
STEP 3 PRIORITISE YOUR Benefits
Now that youve identified all the things you COULD say, its time to figure out what you Must say and exactly where you must say it. This is where your rewards-characteristics table comes into play. Read by way of your list of advantages and prioritise them according to how compelling they will be to your reader.
The purpose for this? Priority determines prominence. The most compelling benefits will want to be prominent on your web site.
TIP: Be aware that your list may possibly contain some rewards which everyone in your enterprise category could claim. In other words, theyre not just certain to your business, but apply to the kind of service you supply. For instance, if you sell a Content material Management Program (CMS) for internet site creation, you could list Better manage for marketing and advertising managers and Much less expense updating content material as rewards. Every single CMS vendor could claim these positive aspects, so youll need to query their value. Will they differentiate you from your competitors. Generic positive aspects can be useful if none of your competitors are utilizing them, or if you feel you require to educate your marketplace a bit ahead of launching into firm-particular positive aspects.
STEP four Write YOUR Content
So now you know what youd like to say, its time to choose how to say it. This is about 3 items:
i) Topic What is the subject of your website capabilities or advantages?
ii) Structure How do you structure your website such that your customers will read your most compelling advantages?
iii) Words What words ought to you use to greatest engage your audience (and the search engines)?
The remainder of this report is devoted to Topic and Structure. For further discussion of Words, see http://www.divinewrite.com/webwriting.htm and http://www.divinewrite.com/seocopy.htm).
Topic
What is the subject of your web site features or advantages? The answer to this query lies in audience identification. If your audience knows a bit about the type of product or service youre selling, lead with features (e.g. processor speed, turnaround time, uptime, expertise, educational qualifications, wide item range, and so on.). But make certain you speak about their rewards, and make sure the characteristics providing the most critical benefits are the most prominent.
Heres a simplified example
Cool Widgets delivers:
-- Standard Operating Environment Considerably reducing the complexity of your IT infrastructure
-- Technique upgrades which are less costly to license Offering exceptional TCO reductions
In situations exactly where youre selling to an audience who knows extremely little about your product or service, lead with positive aspects (e.g. if youre selling something technical to a non-technical audience).
Heres the exact same simplified instance, reversed for a novice audience
Cool Widgets offers:
-- Decreased complexity of IT infrastructure We can implement a Typical Operating Environment for your organisation
-- Lowered TCO We can upgrade your IT to systems which are less expensive to license
Structure
How do you structure your web site such that your consumers will be sure to read your most compelling rewards? The answer is, hold it short n sweet. And make it scannable. This doesnt mean you have to cut capabilities or rewards. You just have to structure your web site to accommodate your message.
Although each and every website is various, as a rule of thumb its a very good thought to introduce your main capabilities and rewards on your house page. Summarise them preferably utilizing bullet points, but at the quite least, clearly highlight them so that your audience can scan-read (e.g. bold, underline, colour, link).
Then link from each summarised function or benefit to a detailed description. Attempt to keep every single page to around 200-400 words. You may possibly want a number of pages to detail all your functions and advantages. (Click http://www.divinewrite.com/downloads/pagestructure.doc to download a page structure template 29KB.)
TIP: In cases exactly where you need to introduce capabilities and positive aspects which are generic to your field (rather than precise to your supplying), your residence page is usually the very best spot to do it. From there, you can lead to a second page summarising the certain functions and rewards of your providing.
Conclusion
Internet copy is about far a lot more than just clever words. Its crucial that you identify the advantages buy minecraft server you offer you your customer, and that you can convince your customer you in fact deliver these benefits.
I hope that the guidance and tools supplied in this report will assist you on your way to engaging web copy which converts to sales.
Pleased writing!
