by: Karon Thackston
advertising copy, asking this question is essential. Why? Because your
customer is going to ask it over and over again.
that. I'll bet you do it, too! Customers want to know what's in it for
them. That's why it is vitally important to constantly work the answers
to "So what" and "Why" into your copy. This is done by listing features,
but more importantly by listing benefits.
Let me give
you an example. Let's say you see an ad for a cat litter. The ad
indicates this cat litter offers specially enhanced particles.
Everyone's next question will be "So What?" The specially enhanced
particles are a feature of the cat litter. The feature doesn't relate
why the customer needs this product. The feature may be quite
impressive, however the person watching wants to know why they should be
interested in those particles. To answer the question at hand we need to
list the benefit.
It just so
happens that these specially enhanced particles were developed to absorb
every single bit of odor left in the litter box. These particles will
leave the litter box just as fresh smelling as before kitty did his
business. That is what the customer needs to know. That information is
what the customer will relate to. Now, are you asking, "So What?" Ok,
I'll tell you.
copy, be sure to include features and benefits. Let's look at our cat
litter ad again. If we make just one small adjustment to the copy it
becomes much more powerful.
cat litter was developed with specially enhanced particles that adsorb
all odors from the litter box. Your house stays fresh smelling all day.
And because these particles work so well, you won't need to change the
litter box as often. Try Kitty Fresh cat litter today!
That answers "so what" and "why." The customer understands what the
particles are and why they need them.
some other questions to remember when writing ad copy: 1) Why does that
feature benefit me? 2) Why would I use that product? 3) Why should I buy
your service/product over any other? 4) What's in it for me?
writing, focus on what is going through the customer's mind. Try having
a friend or associate give you feedback on your copy. Tell them to
answer the question "So what." If they can, you've done your job!
Most buying decisions
are emotional. Your ad copy should be, too! Karon is President & CEO of
Marketing Words, Inc. who offers targeted copywriting, search engine
copywriting, and ezine article writing. Subscribe to Karon's free ezine
at http://www.marketingwords.com/ezine.html or visit her site at http://www.marketingwords.com.
You can also learn to write you own powerful copy at http://www.copywritingcourse.com.
|About The Author
Copy not getting
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