Benefit-Oriented Copywriting: The Key To Crafting Compelling Content
This is where benefit-oriented copywriting comes into play. Benefit-oriented copywriting is a technique that focuses on highlighting the benefits of a product or service rather than its features. It aims to communicate how a product or service can solve a consumer's problem or satisfy their need, thereby making it more appealing to them.
In this article, we will delve deeper into benefit-oriented copywriting and explore its key components. We will also look at some examples of how this technique has been used effectively in marketing campaigns.
What is benefit-oriented copywriting?
Benefit-oriented copywriting is a technique that aims to highlight the benefits of a product or service over its features. While features describe what a product or service does or how it works, benefits communicate why it matters to the consumer.
For example, let's say you are writing copy for a new computer. Instead of simply listing its technical specifications (e.g., 8GB RAM, 256GB SSD), you can highlight the benefits of these features, such as faster processing speed, increased storage space, and improved performance.
Benefits appeal to the consumer's emotions and desires, making it more likely that they will follow through with a purchase.
Key components of benefit-oriented copywriting
There are several key components to benefit-oriented copywriting. These include:
1. Knowing your target audience - Understanding your target audience's needs and desires is crucial to creating compelling benefit-oriented copy. You need to know what motivates them and what pain points they are trying to address.
2. Emphasizing benefits over features - As mentioned earlier, benefit-oriented copywriting focuses on highlighting the benefits of a product or service. This means putting less emphasis on technical features and more emphasis on how those features will benefit the consumer.
3. Using persuasive language - Benefit-oriented copywriting requires using persuasive language that appeals to the consumer's emotions and desires. This includes using power words, sensory words, and active verbs that convey excitement and urgency.
4. Providing social proof - Including customer testimonials, case studies, and other forms of social proof can help build trust and credibility with potential customers.
Examples of benefit-oriented copywriting
Let's take a look at some examples of benefit-oriented copywriting in action:
Example 1: Apple's iPhone
Apple has long been known for its benefit-oriented copywriting when it comes to its iPhone line. Instead of simply listing the features of its newest model, Apple emphasizes how these features will benefit the consumer.
For example, when introducing the iPhone 12, Apple's website states, "5G speed. A14 Bionic, the fastest chip in a smartphone. An edge-to-edge OLED display. Ceramic Shield with four times better drop performance. And Night mode on every camera. iPhone 12 has it all — in two perfect sizes."
By emphasizing the benefits of these features (e.g., faster speed, improved display, better durability), Apple makes the iPhone more appealing to potential customers.
Example 2: HelloFresh
Meal kit delivery service HelloFresh is another company that uses benefit-oriented copywriting effectively. Its website copy emphasizes the convenience and ease of using its service, rather than just the food itself.
For example, HelloFresh states on its homepage, "Say goodbye to the grocery store, meal planning, and takeout. HelloFresh delivers everything you need to create delicious meals — for $7.49 per serving."
By emphasizing the convenience and value that the service provides, HelloFresh makes it more appealing to busy consumers who want to eat well but don't have time to shop and meal prep.
Final thoughts
Benefit-oriented copywriting is a powerful technique for creating compelling content that resonates with consumers. By focusing on the benefits of a product or service, rather than its features, you can engage your target audience and increase the likelihood of conversion.
To create effective benefit-oriented copywriting, it's important to know your target audience, emphasize benefits over features, use persuasive language, and provide social proof. By following these key components, you can craft copy that speaks directly to your audience's needs and desires, and helps drive business success.