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Copywriting

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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Copywriting

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  1. Copywriting Features and Benefits

  2. 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

  3. 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.

  4. Class Activity List examples of recent “sales”

  5. How Customers Think Customer Goal: • Solve a problem

  6. Successful Sales People Envision their Customers Like This:

  7. Definition of “Feature” --a characteristic inherent in the product/service—its structure, form, appearance --distinctive or familiar to this particular product or service

  8. 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

  9. Benefits How did the Copywriter Turn Features into Benefits?

  10. What are the Major Benefits of Interest to Customers? Easy Convenient New/Advanced Value Money-saving

  11. What are the Major Benefits of Interest to Customers? Security/peace of mind Comfort Big/many or small/less

  12. 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

  13. 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

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

  15. Exercise Discussion What are some features/benefits of interest in our group?

  16. Interest in Features Varies Features provide us with a particular: benefit advantage convenience …depending on our life situation (children, student, working adult)

  17. 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

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