KaronThackston
10-28-2011, 03:38 PM
I just finished grading 2 final exams from my copywriting students over at Search Engine College (http://www.searchenginecollege.com/affiliates/jrox.php?id=249_1). Once again (actually twice again!) I've found the same fatal error in these pieces of copy.
One of the most common mistakes people make when writing website copy (or any copy for that matter) is not understanding their focus. In the instructions for this assignment (which is to write website copy for a new, never-before-seen home security system) I clearly state that the "one most amazing feature of this product is ______________." I go on to give a benefit or two and explain why this feature is so amazing.
Still, the assignments come back time and again written in such a way that they could apply to practically any old ordinary security system. Many of the students completely miss the focus even though it is right in front of their eyes.
What's most important about your product or service?
If you could only give 1 feature or benefit, what would it be?
Don't know? You'd better find out. Not understanding why people would want your product/service and knowing how to communicate that to them in their preferred style is a sure way to kill your copy right off the bat.
Here's a little exercise I like to do...
What's your product/service? _____________________________________
Is anybody else selling that ? yes / no
If yes, why should they buy from you and not the competition?
What's the primary feature/benefit of your P/S? __________________________
Does anybody else's P/S offer that? yes / no
Why should people buy yours?
You see where this is going?
IMPORTANT: It only takes 1 thing to sway people your way. You don't have to have a completely different P/S. Maybe you offer free shipping and nobody else does. Perhaps you give a truly valuable bonus (not some lame ebook that can be found on practically everybody else's site) that no one else has. That 1 thing can flip folks to buy from you instead of someone else.
One of the most common mistakes people make when writing website copy (or any copy for that matter) is not understanding their focus. In the instructions for this assignment (which is to write website copy for a new, never-before-seen home security system) I clearly state that the "one most amazing feature of this product is ______________." I go on to give a benefit or two and explain why this feature is so amazing.
Still, the assignments come back time and again written in such a way that they could apply to practically any old ordinary security system. Many of the students completely miss the focus even though it is right in front of their eyes.
What's most important about your product or service?
If you could only give 1 feature or benefit, what would it be?
Don't know? You'd better find out. Not understanding why people would want your product/service and knowing how to communicate that to them in their preferred style is a sure way to kill your copy right off the bat.
Here's a little exercise I like to do...
What's your product/service? _____________________________________
Is anybody else selling that ? yes / no
If yes, why should they buy from you and not the competition?
What's the primary feature/benefit of your P/S? __________________________
Does anybody else's P/S offer that? yes / no
Why should people buy yours?
You see where this is going?
IMPORTANT: It only takes 1 thing to sway people your way. You don't have to have a completely different P/S. Maybe you offer free shipping and nobody else does. Perhaps you give a truly valuable bonus (not some lame ebook that can be found on practically everybody else's site) that no one else has. That 1 thing can flip folks to buy from you instead of someone else.