Anyone who has worked with me over the past 25 years knows my mantra has always been: “Benefits, benefits, benefits.” Benefit headlines … benefit copy … benefit subheads … benefit captions … anything to hammer home the customer benefits.
Benefits still are a vital key, but today, copywriting needs much more than just benefits. To sell the most, copywriting needs to connect at a much deeper and more dramatic level than ever before. Here are six ways to do exactly that.
1. Take advantage of the “Yahoogle” effect.
Thanks to mega search engines like Yahoo! and Google, tons of information on just about any topic, product or service is literally at your fingertips for free.
To take advantage of the “Yahoogle” effect:
* Use search engine optimization (SEO) to get your Web site ranked high.
* Use pay-per-click advertising for the best keywords and phrases.
* Structure your copywriting to uncover and feature the unique advantages and superiority of whatever is being sold.
* Differentiate your offer from the competition—or else you’ll end up having to compete on low prices alone.
* Make it clear—very quickly—you are providing something they can’t find elsewhere online for free.
2. Avoid the advertising overload filter.
In today’s hectic, media-frenzied world, people are bombarded by hundreds, even thousands, of advertising messages every single day. Therefore, to maintain their sanity, most people have become more immune to advertising.
They can’t possibly devote their full attention to every message they receive, so they’ve learned to “scan” and “filter” the messages they receive in a matter of a split-second or two.
To overcome the overload:
* Don’t send out “advertising.” Instead, send out valuable helpful information. Make it something that obviously will benefit your prospect just by reading it. Weave your sales pitch into this helpful information.