Are Your Benefits Featureless?

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Whenever you read copy written by someone other than a copywriter, chances are it will scream Features! Features! Features! You might argue that features are a very splendid thing indeed and, therefore, readers do need to know about them. But not all of them. And NOT right up front.

Instead, you need to do what every good copywriter 
MUST do in order to educate or make the sale: turn features into benefits, and put those benefits at the beginning of your copy.

These benefits must be tied into your readers’ desires, needs and wants. So, when you solve your readers’ problems, they’ll go looking for the features — meaning they WILL bother to read the rest of your marketing message.

Tracey Dooley, CopyWriter | Editor | Proofreader

bullet_grn_brwn Would you like some help in developing or sprucing up your benefits or USP? I would be glad to help or act as a facilitator for you and your team… Just let me know:

• http://www.mediaminister.co.uk

(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?) 

(C) 2008-16 T Dooley, All Rights Reserved

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Are You Believable?

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In business, everything you do is geared toward one thing: turning prospects into customers. But the way you communicate your offer and, more importantly, how well you prove your case beyond “all reasonable doubt” can mean the difference between
a sale and no sales. Tracey Dooley shows you
how to use ‘proof points’ your advantage…

Aside from a bad product, poor targeting or shoddy copy, the lack of proof in your copy is one of the main reasons your business will fail. Continue reading

Common (Yet Fatal) Brochure Mistakes — and What to Do About Them

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The brochure is by far the most used — and misused — tool in business today, whether used online or offline. Tracey Dooley explores what you should focus on (and what you should definitely NOT do), as well as some best practices, to ensure your brochure brings in new business…

Brochures have held an important place in marketing plans for longer than most of us can remember. Whether you tout the printed version, or prefer e-brochures or digital brochures, they all can be an easy and highly profitable addition to your marketing arsenal, adding credibility to any business. And there is no doubt they have the ability to generate new leads and sales as well as increase revenues.

So the big question is: Why do so many of them fail?

Continue reading

How to Out-Do Your Competitors

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There’s something extremely powerful that every single business should have, but most don’t even feature it in their marketing and advertising materials. What a waste! Tracey Dooley shows you how to make sure you don’t miss out on building a stronger connection with your prospects — enticing them to buy from you, instead of the competition….

 

How can you be uniquely attractive to prospects, capture their trust and ultimately gain their custom? By developing your USP, that’s how! Every single business or person in business needs to have a USP. Ignore that sentence, and you’ve just made being in business unnecessarily more difficult.

As legendary copywriter Rosser Reeves, wrote in his book Reality in Advertising: “Too many businesses flop because they fail to create a well-defined USP.” And it’s still happening today.   

Continue reading

How Aunty AIDA Can Help Make Your Business Fly

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Far from being the kind of lovely lady who rejoices in handing out cough drops while sipping chamomile tea, Aunty AIDA is more akin to Checkpoint Charlie in character. AIDA is in fact one of the most useful formulas for keeping your creative thinking on tap. And it has the potential to substitute flagging sales with a roaring trade . . . BUT only if you pay attention. Tracey Dooley covers the fundamentals of writing good copy for your business…

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How to Write a Winning Offer

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There’s an essential pillar of advertising and marketing that makes a huge difference to your ROI — but is often ignored by businesses AND even seasoned copywriters (silly billies).

What am I talking about? An irresistible offer. It’s a simple strategy that allows you to PULL in customers and clients, rather than pushing hard (at great expense). And it’s MUCH easier.

Here are five ways to create your compelling offer…

  Continue reading