Posted on March 16, 2010 by Gary Chow | 1 Comment » | Trackback URL
When promoting a benefit of your product, your message will resonate with your readers far more if you can write about the benefits in a way that is personal and meaningful.
A good example of this approach can be found on the website of Bluescope Steel, a leading steel company in Australia and New Zealand.
Rather than simply describing the attributes of the product in a dry clinical way, which would be pretty dull, they have related the benefits to school classrooms. By doing so they have interwoven the benefits into a compelling story. The benefits now become tangible and more easily understood. Relating the one key benefit to schoolrooms and schoolchildren also strikes a chord as many of their target audience would have children of primary school age.
The copy underlines the importance of focusing on product benefits and not merely product features.
This webpage also draws attention to another significant aspect of writing marketing copy and that’s the importance of backing up claims.
Anyone can make a claim, but you need to substantiate it with impartial third-party reinforcement. In this particular case, Bluescope has backed up their claim of heat reduction with independent research. If that’s not persuasive enough they’ve also provided a link to a downloadable copy of the research report.
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On May 31, 2011 at 9:56 am
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