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.I is for InterestOK, you've got your reader to stop turning the page, hitting the delete button or wadding up your letter and slam-dunking it into the bin.Whatnext? This is when you have to interest your reader in what you're selling.But as we already know, your reader isn't interested in what you'reselling.They're interested in what it will do for them.Remember our Radio station.WIIFM? This is the time to start transmitting loud and clear.Your reader has a problem.They may be feeling stressed, bored, lonely, dissatisfied, hungry, ambitious.Your job is to find a way to tie yourproduct to their problem as the solution.One approach is to show them you understand how they're feeling.It's a metaphorical arm round the shoulder.Then you can promise to takethe problem away.All they have to do in return is buy your product.Just make sure you're writing about the solution and not the problem.Gets abit negative otherwise.Try to answer this question:  How will my reader's life be improved if they do what I want them to do? Answer it in your first sentence orparagraph.Don't keep them waiting.And as you're not absolutely sure what your reader's true interests are, bring in as many benefits as youcan think of.Use concrete, specific examples wherever possible.Make sure your sales copy is FABIn Chapter 5, we looked at the difference between benefits and features.But, there's an intermediate stage, where you're talking aboutadvantages.Remember to use the formula FAB Features > Advantages > Benefits.The feature is the fact, the information about your product.The advantage is the reason that makes it superior.The benefit is the difference thatadvantage makes to your reader's life.Here's an example:F This car comes with bi-xenon headlamps.A They shine 30 per cent further than conventional halogen headlamps.B That means you're safer on the road at night.What is a benefit?A benefit is anything your reader perceives as valuable or worthwhile.A benefit is anything that your product or service does to make yourreader's life easier.Here's a list of benefits:Make moneySave moneyMake your money go furtherSave timeGet a Hollywood smileEnjoy life moreBe healthyProvide for your familyKeep your family safeHelp your children learnMake friendsGain respectGet promotedCut down on wasteStay on the right sidego furtherof the lawBe happyGet your dream homeGet your dream holidayBe happyGain peace of mindLose poundsGet the perfect figureSleep peacefully every nightStop worrying about debtI could go on, if you like.Now, tell me, what single question do you NOT want your reader to ask if you promise them one of these benefits?That's right:  so what?Copywriter's toolkit: The  so what? testRead out a line of your copy that you think is selling benefits.Now imagine your reader's response.If they're saying,  so what? ,it's not a benefit.When they'd feel stupid asking  so what? , you're home.Exercise:Features v benefitsA great little exercise is to take an everyday object (much more interesting than starting with your own product unless your product IS aneveryday object), write a list of its features in a column on the left of a sheet of paper and translate them into benefits in a correspondingcolumn on the right.Be creative.Like this:Object: PaperclipFeatures BenefitsWeighs less than a gram No need to pay extra postage when you use it to keep letters togetherMade of steel wire Won't break and lose your important documentsRecyclable Helps preserve natural resourcesSmooth finish Won't tear or scratch your papersAvailable in a choice of colours Makes filing easier and retrieval quickerGalvanized finish Won't corrode and stain your papersPackaged 200 to a box Never run out just when you need oneMade locally Quality craftsmanship means peace of mind; you're supporting your country's economyElliptical shape Holds your documents more securely so you won't lose themCan unbend to a straight wire Use to unstick locked CD drive drawersSelling NIB: noble, immediate and basic benefitsWhen you're thinking about benefits, you can really turbocharge your sales pitch by considering them as three discrete types.They're allimportant and they all work in slightly different ways.NobleThese are the benefits that people will admit to being swayed by.Suppose you're selling to chief executives and you have a product thatNenables them to leave a legacy after they retire.The noble benefit here is  passing on your wisdom and experience to the next generation of leaders.This kind of thing goes gangbusterswith those chief executives who love to present themselves as selfless, disinterested creatures concerned for the welfare of others.ImmediateThese are the simple little benefits that every product ought to deliver, and we'd be a fool or lazy to leave out.Things such as free delivery,Ifive for the price of four.(Yes, I know the latter could be seen as an incentive rather than a benefit.)BasicChapter 2, you have to know what really motivates the people you're selling to [ Pobierz całość w formacie PDF ]