How many times have you seen copy that simply is boring? If you desire to create copy to market your book, magazine or widget, do you also want to bore or would you rather your copy kills? The two things you want to accomplish are to have your marketing approach stand out from the pack and be seen in front of the herd and not at the rear.
The second is that when you have someone’s brief attention grab them by the eyeballs and let them know why and how your book, magazine or widget benefits them. Too many times I have seen posts on LinkedIn and other social networks with just a link or “read my flog” and who the heck cares.
Want to create more interest in your marketing approach?
Sell benefits rather than “making offers”. People do not care about what you offer, they are, until you turn them around with quality and eye grabbing content, uninterested in what you have and will not venture into looking for your book, magazine or widget unless you grab them and pull them there by the force of your “wit, words and warranties:” Better known in future since I just coined this term as the “W3”. :=)
Selling benefits is the essential guts of what is known as the U.S.P. or the Unique Selling Proposition. This is not a new theory, as it was developed in the forties, but to many it may as well be. Wikipedia describes these campaigns as ones that “..made unique propositions to the customer that convinced them to switch brands.”
Rosser Reeves of Ted Bates & Company an early TV ad pioneer summarized it this way:
- Each advertisement must make a proposition to the consumer—not just words, product puffery, or show-window advertising. Each advertisement must say to each reader: “Buy this product, for this specific benefit.”
- The proposition must be one the competition cannot or does not offer. It must be unique—either in the brand or in a claim the rest of that particular advertising area does not make.
- The proposition must be strong enough to move the masses, i.e., attract new customers.
You do need not invent the wheel in order to comply with Mr. Reeves’ points. Think about it this way:
- You well know the benefits of what you have created and hopefully with an audience for that creation.
- With firsthand knowledge of your creation of your book, magazine or widget, you hopefully created it to fill a void in the market place.
- There are many things that may seem ordinary to you but if not used by your competitors may give you the “industrial strength” you seek, such as “we guarantee you will love our….or”. Now you probably would be guaranteeing it anyway but now you are sticking that guarantee out front.
In order to sell benefits you must first try and think as your customer and not as the seller. You should, and even prior to writing your book, creating your magazine or widget, have a reasonable understanding about what your customer is seeking with the type of item you are trying to sell. Look for what the customer is seeking so you can speak to your potential customer in a language that is appealing to them. You should then be able to “solve their problems”, “answer questions they tend to pose about similar products to yours” and keep it all concise and simple. Less is more. It is also important to use words that attract the customer, using color and tone that can build desire.
Lastly, the key is to be clever and when possible tie in known entities or colloquial phrases that people remember which a common practice in song writing (“Hungry Like The Wolf” – Duran Duran). I will leave you with my invented example of a slogan to sell yams with: “I Yam What I Yam” (buy rights to use Popeye image.). OK, corny, but not for an old yam seller such as Omar KhayYam. :=)
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