|Emphasis on features, not features|
Emphasis on features, not featuresWhat are the features? They are descriptions of the product's qualities.
X The XYZ offers 55 mpg in the city.
・ The frame of our ladder is made of a durable lightweight steel alloy.
・ Our glue is patented.
What are the benefits? It's what these attributes mean for your future prospects.
・ You will save money on gas and cut off environmental pollutants when you use our high-performance hybrid car. In addition, you will feel extra comfort when passing cars, thanks to the efficiency of the electric motor, which they do not have!
・ Durable, lightweight and durable steel frame means you can easily take it with you and use it in places where most other stairs can't go, while still supporting up to 800 lbs. No more pain about that heavy ladder. It will last for 150 years, so you'll never need to buy another ladder again!
・ Patented protected glue ensures you use it on wood, plastic, metal, ceramics, glass, and tile ... without clutter cleaning and without having to glue back - guaranteed!
If you are selling an expensive watch, you will not tell the reader that it is two inches in diameter and that the strap is made of leather.
Show him how the big face will tell him at a glance. No sir! He will not have to cheat and seem foolish to everyone around him trying to read this wonderful timepiece. What about the way he will portray success and charisma when he wears a beautiful gold watch with his handmade leather band? How will his beloved find irresistible when everyone wears his clothes to go out wearing the watch. Or how the watch's status and beauty will attract ladies.
The point is to address the benefits of the product, not its characteristics. When you do this, you focus on your concerns, interests, and desires. The trick is to highlight those specific benefits (and speak them correctly) that drive hot reader's emotional buttons.
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