3 ms·

Also good blogs/websites?

neilho 15y ago
Some good points here. As I mentioned in the article, focusing on the benefits is 'virtually' holy writ. B2B selling and selling to specialists is a bit of an exception because for this market, features are important. For the trade buyer, being in the industry themselves, features can be important because they automatically make the link to the benefits due to their expert knowledge. However, trade buyers are generally price and speed conscious and so your copy would need to focus on how you can get them the goods quickly and cheaply - the correct benefits for this market. High performance car experts (and experts in any field) are another interesting market. They too can make the link between features and benefits that bit more easily than the non-expert. However, doesn't having a car packed with high-end features satisfy their need to show-off their knowledge and spending potential to their friends (feelings of pride)? It is less features over benefits in this case but more features as being synonymous with benefits (and there's always that old cliche about the husband who is irritated because his wife won't accept his chosen car because it isn't available in pink!) Nhebb is right - it all does depend on the target market but tptacek is equally right - you have to focus on the correct benefits. And as for a good copywriting course - the AWAI course is highly recommended by many top copywriters. You can check it out at http://www.awaionline.com/go.php?af=1380873 http://www.awaionline.com/go.php?af=1380873
- neilho 15y ago
  NB. If you want an example to discuss, check out the inside cover of this week's Independent magazine. There is an ad for the Skoda Fabia which details plenty of features (17" alloys, 7 speed DSG gearbox, etc.) The Independent is clearly not a specialist car publication so why are the advertisers spending expensive ad copy on these features? Hint: imagine reeling off these features to your impressed city colleague. Also, note the blending of features and benefits I mentioned earlier ('a mean 180PS, twin charged petrol engine'). Now ask yourself, what attracts you to the ad? Why might some people buy the car? Visit meanorlovely.com for more insight into the brand. Why do you think the car/brand is predominately green in colour? Does it make consumrs think it is an environmentally friendly choice?

Some good points here. As I mentioned in the article, focusing on the benefits is 'virtually' holy writ. B2B selling and selling to specialists is a bit of an exception because for this market, features are important. For the trade buyer, being in the industry themselves, features can be important because they automatically make the link to the benefits due to their expert knowledge. However, trade buyers are generally price and speed conscious and so your copy would need to focus on how you can get them the goods quickly and cheaply - the correct benefits for this market. High performance car experts (and experts in any field) are another interesting market. They too can make the link between features and benefits that bit more easily than the non-expert. However, doesn't having a car packed with high-end features satisfy their need to show-off their knowledge and spending potential to their friends (feelings of pride)? It is less features over benefits in this case but more features as being synonymous with benefits (and there's always that old cliche about the husband who is irritated because his wife won't accept his chosen car because it isn't available in pink!) Nhebb is right - it all does depend on the target market but tptacek is equally right - you have to focus on the correct benefits. And as for a good copywriting course - the AWAI course is highly recommended by many top copywriters. You can check it out at http://www.awaionline.com/go.php?af=1380873 http://www.awaionline.com/go.php?af=1380873

neilho 15y ago
NB. If you want an example to discuss, check out the inside cover of this week's Independent magazine. There is an ad for the Skoda Fabia which details plenty of features (17" alloys, 7 speed DSG gearbox, etc.) The Independent is clearly not a specialist car publication so why are the advertisers spending expensive ad copy on these features? Hint: imagine reeling off these features to your impressed city colleague. Also, note the blending of features and benefits I mentioned earlier ('a mean 180PS, twin charged petrol engine'). Now ask yourself, what attracts you to the ad? Why might some people buy the car? Visit meanorlovely.com for more insight into the brand. Why do you think the car/brand is predominately green in colour? Does it make consumrs think it is an environmentally friendly choice?