Let’s get this straight. Most marketers know that your copy has to have features and benefits. Most marketers know that features will be emphasized in business to business b to b marketing while benefits are in business to consumer b to c.
Every marketer’s dream is that their marketing may be effective. A knowledge of the four elements does help in a big way in writing great marketing copy.
The four levels of product description you should know before you write marketing copy are :
Physical description of the product is a feature such as a car’s power, speed and leather seats. A feature can be a great selling point.
This is the point of differentiation of a product. This is a feature unique to the product and not found in competitor’s products. An advantage clearly sells your USP or unique selling point.
The benefits of a product is simply what the product does for the prospect. With a benefit the prospect or customer literally benefits from the product. For example a solar geyser benefit maybe it saves money .
This has been dubbed the “benefit of the benefit”. This is obtained by weighing benefits of a product and identifying the most beneficial one. Some of the ultimate benefits may include pleasure, joy, peace of mind, security, self esteem etc. A Volvo’s ultimate benefit might include safety.
Chief Copywriter of Super value copy