|
Web copy (i.e. a website's sales copy) should
be designed to sell the product or service being
offered. The web copy should convey what the product
can do. Rather than listing a collection of features,
be sure to communicate the benefits of the product
or service.
Sadly, it is not just small businesses that struggle
with "features vs benefits" copy issues. Many
large companies fail to convey how their product
or service will actually benefit their customers.
Think of it this way -- what would encourage you
to purchase a specific product or service? Answer:
You want to know that it will save time, save
money, and/or resolve a problem that you are having.
You probably don't care that it has pixellating
imaging capabilities or any other whiz-bang technological
features.... you simply want to know how it can
help you!
Write using terms your customers will understand
and can relate to...
Example A: Save up to four hours per day,
using Widget X. The Widget will increase your
productivity by up to 50%!
Example B: Widget X has productivity enhancement
capabilities, and includes pixellating imaging!
Keep it simple, and tell your potential customers
why they need to buy your product
or service. Customers understand clearly-stated
benefits, but they may not always understand a
complex feature set. Describe your product or
service in plain and simple terms, telling the
consumer how the product or service will benefit
them. Avoid using technical terms or jargon that
may be unfamiliar to potential customers. Look
at the product or service through the eyes of
the consumer, and adapt your writing style to
explain your products benefits. Use a writing
style that speaks directly to the reader.
Purchasers look for solutions to their problems
and expect to benefit from using software. Be
concise, and spell out the benefits that are related
to using your software.
Related Articles:
Mastering
the Art of Web Design
How to Write
Web Copy
What
to Look for In a Logo
|
Developer
101
Web Copy -- It Is All About Benefits