Comparing Features and Benefits

Example One:

A product or service has features that make it useful or functional to own. However, your product or service may have oodles of features, but, it's the Benefits, that the customer needs. Otherwise, there isn't any reason to buy your product or service.

For example, almost everybody has Email software. And all Email software features just about the same thing, Electronic Mail. So, what sets them apart? It's the benefits! Some can only handle a few hundred people, or just a few lists. Others handle thousands of people and many lists. Some you can move files from one directory or folder to another with a lot of cutting and pasting. Others are more sophisticated and with a mouse click here and there, the files are moved easily.

So, what is the compelling reason to Buy Electronic Mail ? It depends on what the user wants (or needs). In other words, if he is Emailing to his family and friends, then he only needs the benefit of an Email package, that is lite on features. On the other hand, if he needs to be sending a large quantity of Email, the benefits of a larger package is necessary.

So the benefit that the lite package provides, is small file size, small cost, and simple to use. The benefit of the full package is, it gives larger file size (better management for a larger site), a reasonable cost in terms of expected profit, and the convenience to handle larger lists in a faster and more efficient way. Notice that both packages provide a whole lot more features than he NEEDS to use. So, he buys for the benefit that the selected package gives him.

 

Example two:

Suppose you have to sell trees. Everybody has seen trees, so why buy one. After all, they are all over the place. Just go out in the country and shovel one out of the ground. That's easy, right?

Well, what if the customer needs a shade tree and they want it grow tall, in say 15 years and not 30 years. So, what your customer needs is the features of a tall leafy tree that can grow to 30 feet in about 15 years. Plus, the benefit of the trees' shade that will reduce his air conditioning costs.

Now the benefit, that you try and sell, is how well it can shade their house from the Sun in about 10 years and how the lawn will look more beautiful with your fast growing tree. Plus, when the tree becomes full grown, it's shade can reduce their Air Conditioning costs dramatically. Additionally, it makes their property more marketable for higher dollars, when it comes time to sell their home.

Look at all of the benefits your customer gets from buying from you. A fast growing shade tree and it sure beats trying to figure out which tree in the countryside is going to do what you are selling, doesn't it? Plus, it's grown in a nursery and it's disease free! Wow, you just discovered another benefit. They don't have to walk around the countryside trying find the right tree, you already have it, disease free! Your customer Saves $ from the shade the tree will provide in years to come and increases the value of their property, when it comes time to sell. Additionally, you can deliver it at no charge! What a super sales person you have become. Finally, to top it off, you deliver on weekends too.

So, look at the incentives and benefits you just gave the customer to buy from you! The more you know about your product, the better you can sell the benefit, it provides.

 

Distill your best ideas into Creative Ads

Now that you have started writing your Ad, write it using a lot of words. Use about 100 to 150 words, to start with. In other words, being a little verbose, is just fine!

Afterwards, write the Ad again and cut out a few words that doesn't add value to what you are trying to sell. Now do it again. Keep cutting your Ad down, until you can't go any further without losing the meaning of what you are trying to convey.

Here's where you stop. That's right stop. Put the Ad down and come back to it about an hour or two later. Give your mind a chance to rest. When you come back, you will be fresh and see your Ad from a different perspective.

 

Headlines are what Sells the Customer

When you write your Ad, make the first 4-7 words jump out and catch the customer's eye. This is where your HEADLINES do the selling. Take a look a your local or national newspaper. When you read it, what is the first thing you do? You look at the HEADLINES. Once a headline grabs your attention, you go ahead and read it! And that is the same way, it works for any advertisement in the print media.

The last thing to do is to let a day or two go by and then look at the Ad again from a fresh perspective. If you are real gutsy, remove the first sentence and try to rewrite the Ad one more time with a fresh angle. You'll be amazed at how creative you can be!

When your Ad is down to the nitty gritty, you can leave your Ad in this short form for small advertisements, or small classified Ads. Or you can expand your nitty gritty Ad into a more robust and full blown 100 word advertisement. Be careful and keep your words, value/benefit oriented!

Here's a crazy thought, but I know this works a hundred percent of the time anywhere, anyplace. When you are creating and or editing your Ads, be sure and read it out LOUD. Listening to what you have written, can pick up errors, that your eyes do not!

When you are not sure about the usage of word or phrase, try the good ole Dictionary. It's one of the best starting points for using the right word or phrase. And you many find another word that is more worthy for your Ad. So, don't hesitate to use it, you'll be glad you did!

Just remember, .....AIDA is the key. Get your customers ATTENTION; Catch their INTEREST; Fill up their DESIRE; and lastly tell them what ACTION you want them to do!

These are some of the Ad writing techniques I use and I hope you will find them helpful.

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Now that you have learned a few ways to write an Eye Catching Ad, you need to let people know about your great product or service you have. To find out how you can send your Ad to thousands of Free sites with just the click of your mouse, Click the button below. It's a wonderful program and it pays for itself too!

The following is list of excellent books on how to advertise your way to success. If you wish to order any of the books listed, just click on the link and follow the instructions. I hope you find them useful.

Advertising books for people with none to very little experience.

  1. Although this book was written many years ago, the basics of all advertising spring from these concepts and are still used, today!
  2. The Essentials of Advertising!
  3. Small Businesses and advertising.
  4. Do-It-Yourself Advertising and Promotion...
  5. How to Make Your Advertising Twice as Effective at Half the Cost!

 

Advertising books for people with several months of Advertising experience.

  1. Creative Connection : Advertising Copywriting and Idea Visualization
  2. Advertising Creativity : Techniques for Generating Ideas
  3. Advertising Copywriting : Techniques for Improving Your Writing Skills
  4. Building Better Ads : New Home Advertising Problems, Solutions, Results
  5. Being Direct; Making Advertising Pay!

 

When you are out shopping or browing in some store, you may get a creative idea for an Advertisement you would like to promote. If you don't carry a note pad, your idea may be lost. So, why not carry a Palm Pilot III with you and key in your fantastic idea right on the spot. When you get home, just upload your new idea to your computer and get on with promoting your product or service or opportunity.

Good luck and good posting!

 

 

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