Got 20 Minutes? Create 20 Killer Benefits Statements Copywriting For The Web
By 1ClickProfitSt | May 14th, 2010My most challenging part of copywriting to sell something online has always been the task of writing benefit statements. And benefit statements are critical to selling your readers to try your products, services, and ideas, second only to the headline.
In comparison, the other parts of copywriting that people might find challenging, such as stories, headlines, and great price offers were easy. The benefits list always drove me crazy; until I discovered the secret to creating one benefit or more per minute.
You may recall from Sales 101 that benefits are what sells your product or service, not features. Understanding that, I wanted to understand what exactly benefits really are. I discovered they are really just action items in disguise, agreed? As an example, you “build” muscles or “create” more time. If that is true, how bout starting each benefit statement with an action verb? The process goes like this:
1. Find a long list of action verbs and alphabetize them.
2. Display the alphabetized list of action verbs on your desk or, even better, view them on your computer screen so that you can see the list in its entirety
.
3. Beginning with the letter A, read each verb aloud and come up with a descriptive sentence about your product or service that includes the verb.
”Accelerate” is the first word on my list of verbs, for example.
So, I might say to myself that my product helps people to “Accelerate your learning speed by getting true hands-on training with every command”.
4. Write as many benefits as you can and don’t stop! You’ll weed out the benefits later that don’t have as much punch as you thought. Don’t worry about duplicates right now either. Just open your mind to think about your product or service and brainstorm benefit ideas as they come.
5. Now is the time that you will prioritize your list from most important to least.
I’ve used this process not only for creating benefits lists, but also for writing articles, such as “35 Reasons Why a Blog is Better than a Traditional Web Site for Your Business,” or “50 Ways to Kill a Perfectly Good Seminar”.
Use my list of verbs or create your own and start creating your killer benefit statements in just 20 minutes. In most cases, a good list of 20 benefits is all you will need for your sales page.
Marty Dickinson is an entrepreneur and the founder of HereNextYear, Inc., a full service Internet marketing company in business for 15 years. He specializes in Internet marketing solutions for the small business owner, speakers and authors. Visit to see what HereNextYear has to offer and to learn more about their innovative new website packages fully integrated for ease with social networking and other Internet marketing strategies.
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Tags: author, blog strategies, copy writing, copywriting, Internet Marketing, marketing, Online Marketing, sales and marketing, small business, speaker, website marketing
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