Sharon's Marketing Missive

I’m not sure because I came to marketing communications through the back door, but it’s my impression that “old school” copywriting was a lot about features and benefits. Or I guess I should say is, not was.

Ever since I became a copywriter, I’ve detested those words. I know what they are supposed to mean and to accomplish, but the words never sounded right to me. And all too often a client’s idea of a “benefit” was not the customer’s idea of a benefit. It was foisting the marketing message onto the customer instead of finding out what the customer really wanted and speaking to that. (Again, talking to your customers, not at them.)

So a few years ago I stopped using them. Instead, we started phrasing the same type of information as:

“Our service/product is…” (feature)

“So you can…” (benefit)

That simple change in phrasing made a huge difference in how we get customer-relevant information from our clients! It helps the clients make the leap from thinking about what they’re marketing in their terms to thinking in their customers’ terms.

Try it. Next time you’re writing a web site, crafting a compelling brochure, or mulling over email marketing copy, make a list of the things your customers can actually do if they buy from you.