Posted by Marty Dickinson on Mar 15, 2010
My most challenging part of copywriting has always been writing features and benefits of a product. I could come up with stories, headlines, price offers in minutes and all the fancy Buy Now! buttons you’d need to fill a sales page. But, it was the benefits list that always drove me crazy; until I discovered an important point about benefits lists. People don’t care about the features nearly as much as they want to know the benefits.
Then I started to take a closer look at what benefits really are. They’re action items, right? You “save” money or “stop” wasting time, for example. So, why not start out all benefit statements with verbs?
A few days ago, I had to come up with a benefits list for a coordinated Amazon book launch we’re involved with. I knew I needed at least 10 benefits for the sales page where we hope to inspire the authors of the book to pay my team a package deal special to help plan their bonus giveaways. So, when someone buys a book during the booklaunch period, the purchaser will get access to bonuses.
Within only 20 minutes, I came up with 20 benefits of having a bonus during an Amazon campaign. Here are five of them just so you get an idea:
- Clarify what exactly a “bonus” is and what people expect from it
- Discover what your market or audience really needs and why YOU are the best person to provide the solution
- Conceive a bonus idea that will be of essential value to your audience
- Define the objective and purpose of your bonus
- Regulate the information you can give away versus up-selling for more
Notice how each benefit statement starts out with an action verb. This is the secret to writing benefits lists in under 20 minutes. Now all you need is a good list of verbs to use in your writing. That list, I use several times per week. Bookmark it so that you can refer to it often and enjoy your newly found method for writing action verb benefits lists.
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