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Copywriting. Features and Benefits. Objectives. At the conclusion of this lesson, you will be able to: --Know what a feature is --Know what a benefit is --Translate benefits into sales. What Have You Sold Lately?.

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Presentation Transcript
copywriting

Copywriting

Features and Benefits

objectives
Objectives

At the conclusion of this lesson, you will be able to:

--Know what a feature is

--Know what a benefit is

--Translate benefits into sales

what have you sold lately
What Have You Sold Lately?

--Did you “sell” your friend on the idea of going to your choice of a movie?

--Did you “sell” your supervisors on a plan of action?

--Write out a recent example of something you sold in your notebook.

class activity
Class Activity

List examples of recent “sales”

how customers think
How Customers Think

Customer Goal:

  • Solve a problem
definition of feature
Definition of “Feature”

--a characteristic inherent in the product/service—its structure, form, appearance

--distinctive or familiar to this particular product or service

features are
Features are:

Satellite-Linked Navigation System

point-of-interest database, including restaurant ratings

operated by voice commands

also operate through central interface dial

Bluetooth HandsFreeLink

benefits

Benefits

How did the Copywriter Turn Features into Benefits?

what are the major benefits of interest to customers
What are the Major Benefits of Interest to Customers?

Easy

Convenient

New/Advanced

Value

Money-saving

what are the major benefits of interest to customers1
What are the Major Benefits of Interest to Customers?

Security/peace of mind

Comfort

Big/many or small/less

benefits are
Benefits are:

Command a vast (geographic)knowledge of the U.S.

Points of interest database

Work audio system andclimate controls from central interface dial

HandsFreeLink easily connects to compatible phone

choose only relevant features benefits
Choose Only Relevant Features/Benefits

Customers only care about features/benefits of interest to them

Choose features/benefits relevant to your ad’s target audience

exercise
Exercise

You’re buying a car. List three features of interest to youList the benefit to you next to the feature

exercise discussion
Exercise Discussion

What are some features/benefits of interest in our group?

interest in features varies
Interest in Features Varies

Features provide us with a particular:

benefit

advantage

convenience

…depending on our life situation (children, student, working adult)

summary
Summary

Features are characteristics inherent in the product/service

Benefits are what features do for the customer: ease, convenience, value, etc.

Choose features/benefits with customer’s need in mind