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Great sellers are those who perfectly understand the product that they are selling and highlight the benefits of their products in their copies. Sellers, by understanding the product that they are selling and knowing its features and the benefits promised from consuming the product, can easily sell whatever product they have.
For you as a copywriter, the first thing you should highly consider before starting to write your copy is the understand deeply the product that you are selling. By doing so, you will easily develop arguments to eliminate any objections that your potential client could have in mind.
The first thing you can do is take a few minutes to write a small description of your product, in this process you will get to know more about your product. You will get to know its advantages, characteristics, and benefits from them. if you know what you are selling you will better sell it.
I suggest using Word or Google Docs to draft the description. Add the below questions to the document:
How would like to describe the product or service?
A short description is enough, there is no need to think about a detailed and fancy description.
What is the unique selling proposition (USP) of the product?
The USP is the benefit that your product offers that competitors’ products lack, it is a specific benefit or advantage.
For example, a user-friendly application that even my grandma can use, if the applications of competitors are complex to use, the feature of a simple application is appealing and will attract customers.
As you are writing your copy, make sure to highlight the USPs as they are the features that make your product unique compared to others.
What is the biggest benefit the product provides to the client?
If we take the example of Notion which is an amazing software to organize work and projects. The benefit of using the software is to first organize projects, right?
The benefit of having work organized will make the client’s business more efficient, will increase its performance, and increase profits (THIS IS THE ULTIMATE GOAL)
So make sure you are not only listing the benefits of using your product itself but also listing the benefits of having those benefits.
How should the client feel when or after using your product?
In copywriting, we often target emotions, in this part, you can identify what emotion should the consumer feel, and if you identify these feelings you can easily target them and speak to them in your copy. we will later write an article about how to target emotion in your copy, stay turned!
It is worth noting that consumers are buying products because of two reasons. Any client is either walking toward pleasure or running away from pain. In your copy you can start by identifying first the scenario for your case, if it is pain, then you need to show the client how your product will help him minimize the pain he is suffering from, and if the contrary where he is walking toward pleasure, you should describe to him how pleased he will be after using your service.
Below is an illustration example of a mattress. You can have one product and it’s up to us whether you would like to target the pain or the pleasure emotion. This will depend of course on your product. But if we took a mattress product, in general, I suggest targeting the pain emotion, as there are more people who have pain and would like to sleep comfortably than people looking want to sleep deeply.
Example one (targeting the pain emotion)
- Headline: Are You Waking Up with Back Pain Every Morning?
- Copy: Tired of tossing and turning through the night, only to wake up feeling sore and unrested? Your mattress might be to blame. An old or uncomfortable mattress can lead to poor sleep quality and constant fatigue. It’s time to upgrade to a premium mattress, designed to provide support where you need it most. Say goodbye to restless nights and hello to better sleep and pain-free mornings.
Example two (targeting the pleasure emotion)
- Headline: How Would You Like to Sleep Like a King Every Night?
- Copy: Imagine sinking into a mattress that cradles you perfectly, providing the ideal balance of support and comfort. Our high-end mattress is crafted with the latest sleep technology, ensuring you wake up feeling rejuvenated and refreshed. Experience the luxury of deep, uninterrupted sleep every single night. your best rest awaits!
If you would like to know more about how you can target emotions check my previous article (Fear-Based Selling: Turning Fear into Your Most Effective Sales Strategy). I have described how to target the Fear Emotion in detail.
What features does the product offer and what are the benefits of the?
List all benefits of the product, the consumer cares more about the benefits of the features than the features themselves. Always think about what the client will get at the end and how your product will make him feel.
For example, having a 20 Mbps internet speed is a feature but being able to watch high-quality videos without it being cut is the benefit that the client is looking for.
Conclusion
By following these simple steps to understand your product, you’ll be on the right track to drafting effective copy. While other techniques will be necessary to make your copy truly compelling, taking this crucial first step in understanding the product lays a strong foundation for success
Stay tuned for our next articles!
Thank you for reading
