Why focusing on your product or service is a mistake in writing your marketing copy?
The secret of persuasive copy writing
The secret of successful persuasive copywriting is the copywriter’s ability to figure out a deep benefit in the product or service. The deeper benefit does not come with a label on the forehead. It is the pleasure of A level copy writers to mine deep in the hearts of prospects and to satisfy it with the promise in their copy.
The deeper benefit is a driver for action
When a copy writer finds the appropriate deeper benefit, and writes it in the copy. The prospect is often sold. The deeper benefit is the motivating force. It drives action.
The best way of clearly explaining the deeper benefit is found in the examples listed below:
• She never buys gym membership so don’t sell it. She buys a sexy attractive look that emerges after a work out.
• She never buys make up she buys good and attractive looks.
• He never buys a sports car but a success and prestige rating that he gains when drives it
• No one buy a course but the money-making skills that come out of the knowledge
Dig for deeper benefits
In copy writing as in salesmanship a great copy writer learns to fish out for the deep hidden benefits of what is being promoted. Deep hidden benefits make the motives that drive business your way. Learn to access the deeper benefits in all copy written.
Written By Aubrey Mavhuli Chief Copywriter Supervaluecopy.com