Why Benefit-Oriented Language Is Key To Successful Copywriting
Introduction
Copywriting is the art of writing persuasive content that prompts a desired action from the reader. It requires more than just writing skills; it requires a deep understanding of how people think, what they want, and what motivates them to take action. One of the key elements of successful copywriting is benefit-oriented language.
What is Benefit-Oriented Language?
Benefit-oriented language is writing that focuses on the benefits or advantages of a product or service, rather than just its features. Features describe the characteristics of a product, whereas benefits explain how those characteristics can solve a problem or fulfill a desire for the customer. For example, a feature of a car might be a rearview camera, but the benefit is increased safety while reversing.
Why is Benefit-Oriented Language Important?
1. It Speaks to the Customer's Needs:
When a customer is looking for a product or service, they are usually looking for a solution to a problem or a way to fulfill a desire. Benefit-oriented language addresses this need directly by showing the customer how the product or service can benefit them. When copy focuses on benefits, customers can see how it meets their specific needs.
2. It Increases Engagement:
With so much content available online, it's important to capture the customer's attention as quickly as possible. Benefit-oriented language does this by speaking directly to the customer's desires, making them more likely to engage with the content.
3. It Differentiates the Product or Service:
In many industries, there is a lot of competition vying for the customer's attention. Benefit-oriented language sets the product or service apart by clearly communicating how it effectively fulfills the customer's needs.
Benefits vs Features: What's the Difference?
Features are the characteristics that define a product or service, whereas benefits communicate how those features meet the needs of the customer. It's important to understand the difference between the two if you want to write persuasively.
Features Examples:
A coffee machine with a built-in grinder
A TV with a 65-inch screen
A car with a sunroof and leather seats
Benefits Examples:
A coffee machine that grinds your beans fresh for each cup, so you get the best taste possible.
A TV that immerses you in your favorite movies with a huge screen that fills your living room.
A car that makes every drive more comfortable with a luxurious interior that begs you to take a long trip.
How to Incorporate Benefit-Oriented Language into Copywriting
1. Know the Target Audience:
To write convincing copy, you need to understand the needs and desires of your target audience. Who are they? What do they need? What do they want? Researching, surveying and making purchasing profiles will help you answer these questions.
2. Emphasize the Benefits:
When writing copy for a product or service, emphasize the benefits over the features. For example, instead of saying a camera has a 20-megapixel resolution, say that it captures stunningly detailed photos that you'll be proud to share. Prioritize the benefits in your copy.
3. Use Powerful Verbs:
Powerful verbs can add a sense of action and excitement to your copywriting. Use them to describe the benefits of your product or service that you just researched. For example, instead of saying a blender "mixes ingredients," say it "whips up healthy smoothies in seconds."
4. Use First-Person Language:
Using first-person language, makes the copy feel more personal and direct, and this grabs attention. For example, instead of saying, "This product will make your life better," say, "This product will make your life better, and you'll feel more fulfilled."
Conclusion
Benefit-oriented language is key to successful copywriting because it speaks directly to the customer's needs, increases engagement, and differentiates the product or service. By understanding the customer's needs, emphasizing benefits over features, using powerful verbs, and incorporating first-person language, you'll be able to write copy that resonates with your target audience. By utilizing these techniques, you will captivate and engage potential customers, making them more likely to consider your service or product and convert into loyal customers.