What exactly does that mean?
Well, when you’re writing copy for online marketing, you’re basically trying to convince the reader to do something – buy your product, visit your website, or click on a link in your email. So your copy needs to include somewhere between one and three benefits that the reader can see or experience directly.
The definition of a benefit can vary from a more efficient operation of an existing business process to an improvement in their quality of life. Sometimes it’s as simple as saving time or money, while other times it’s as complex as enhanced productivity or a better quality of customer experience.
How To Find the Benefits in Your Copy
Many copywriters will tell you that the hardest part of their job is figuring out what the benefits are in the first place. Truth to be told, this could be really difficult. You’re not always going to know what the customer needs or wants without directly asking them.
If you’re in need of some inspiration, here are a few examples of how you could benefit your customers – and what you could promise them in return.
1. Increased Engagement With Customers
Customers are more important to your business than ever before, and you should be doing everything in your power to keep them. One of the simplest and most effective ways to do this is by making them feel special and unique. Create a sense of community and engagement by allowing them to ‘join the club’ and gain exclusive access to something that you might deem as premium content – useful advice, a special offer, or access to an event or activity that they maybe couldn’t participate in otherwise. Whatever it may be, make sure that they feel like they’re gaining something from this interaction – whether it’s a newsletter signup, a social media follow, or a lead to a special discount or offer.
2. Improved Visibility and Recognition
The truth is that customers don’t always know what they want until you tell them. So, to help them find the best product for their needs, you need to become an expert in describing your offerings. One of the simplest ways of doing this is by creating a contrast between what your customers know, and what they want. You could do this by simply defining terms that they might not be familiar with, or by drawing on historical examples to establish a context for your audience. For example, if you sell cars, you could write something like, “While other vehicles on the road might be used for getting from A to B, this one was designed with extra storage space in mind. So if you’re experiencing a little bit of overcrowding, this might be the one for you.”
Creating a contrast between what your customers know, and what they want, can dramatically increase the chances of them making a purchase. It also means that you’re equipped to offer something that they might not have considered before – and that’s exactly what makes you a beneficial writer.
3. Boost Sales Using Predictive Analytics
If you’re able to show how a certain action or event will improve their life, you’re going to be able to convince them that buying your product is the right thing to do. In other words, if you can show that subscribing to your newsletter is going to save them money, or that visiting your website is going to increase their productivity, you’re going to be able to grab their attention and make them act.
Now, in the case of expensive corporate goods or other luxury products, you might have to redefine what ‘benefit’ means. After all, increasing someone’s quality of life might not be something that your product is designed to do. Instead, it could be that your role is to make their lives simpler or more convenient. For example, if you sell designer handbags, you might promise them that your product is going to make life simpler because they’re going to have everything they need in one place. Similarly, if you sell luxury cruises, you might promise them that their experience is going to be more luxurious because they’re going to be given the best attention.
So, what exactly makes for an effective benefit statement? In general, you want to create a sense of urgency by promising your customers something that they can’t have otherwise. For example, if you’re selling bespoke suits, you might promise them that their life is going to be more luxurious because their clothing brand is amazing and they can’t get clothes like this anywhere else. You’re also going to want to tie your product to something that they’re looking for – whether that’s a desire for luxury, style, or something else entirely. And, finally, make sure that you back up your claims with some tangible proof.