Features and Benefits, How Shall We
Count Them….
By Beth Ann Erickson,
FilbertPublishing.com
Copywriting is a great way to earn a
living as a writer. It’s basically the only
branch of writing that can actually offer a living wage, and in
some cases a GREAT living wage to even a mediocre writer.
But there are a few tricks of the trade that have to be
mastered if you’re going to be a successful
copywriter. One of the biggies is
differentiating between Features and Benefits.
Let me explain. Let’s pretend you’re
selling an envelope.
Here are the features of the envelope.
It’s white. It’s #10.
Printed lining and dry-glue flap. It’s an
envelope.
Features are bare bones descriptions – kind of like
something you’d read in an office supply catalogue:
It’s made of paper. Moisture-activated glue will seal it.
You can write on it… you get the drift.
But we’re not catalogue
writers. We’re copywriters and although we
NEVER lie, we do point out the BENEFITS of this technological
marvel of smart engineering.
This #10 envelope is large enough to write any address on
it, whether you’re sending a letter to you dear grandma or
shooting off a contract to an important foreign
client. Its premium glue is activated by a
flick of your tongue and will hold securely until your
recipient wants it open.
Its printed lining will keep every correspondence
confidential and its extra-large size (in comparison to regular
sized envelopes) will let you fold your letter in three easy
steps and give your business a professional appearance.
See the difference? Features versus
benefits. Which do you think will sell more
envelopes? As a copywriter, you’ll need to
master looking at features and turning them into benefits.
Grab something on your desk. Now draw a
line down the center of any piece of paper.
On the left side of the paper writer, “Features” then write
“Benefits” on the left. Take your object and
write every feature you can find, then turn them into
benefits.
It’s a fun exercise – and an important one whether you’re
writing copy or queries.
Now get to work….
~~~
Beth Ann Erickson is Queen Bee of Filbert Publishing
and the only writing ezine that'll make your writing sparkle,
help you write killer queries, and get you on the road to
publication fast. Better yet, you'll receive the e-booklet
"Power Queries" when you sign up for your free subscription.
Subscribe today at http://FilbertPublishing.com
This article may be reprinted, distributed, and posted
freely as long as the entire byline is included.
© 2001-2006 Filbert Publishing. All Rights
Reserved.
|