Part 3: Prioritize & Write

Did you miss Part 1? Click here to start at the beginning!

Did you miss Part 2? Click here!

Compelling copy must reflect the type of audience a business intends to reach – it's not only about what you say, but also how you say it and where it stands in the arrangement. So, in order to prioritize and write the ever-so-necessary benefit-driven copy, your focus should be on structure, audience and word choice. Sounds fairly straightforward, right? Well it can be, if you break down the component parts.

  • What benefits are most important to your target audience? List these first. Clearly, new businesses need to research and ask questions to find out who their target audience is, while older and more established businesses probably have a good idea of where they want to aim.
  • Is your target audience "in the know" or are you addressing the less informed? In other words, what jargon does your target audience know and use? Consider both the crackerjacks and the amateurs when determining which words and phrases to include and which to leave out.
  • Are you taking advantage of the readers' likes and dislikes at the right moment? Identify the features and advantages, establish credibility, relate the benefits to a measurable reward and show the consequences of idleness before it's too late.

Prioritize the structure.

The structure of the copy is just as important as the benefits that are being described. The most prominent benefits should have more focus in order to garner more attention - consult your list of features, advantages and benefits from Part 2: Identifying Benefits.

Consider using bullets, highlights, underlines, bold words or additional colors to make the most important information clear and easily noticeable. Also, avoid being long-winded – remember the discussion on how today's fast-paced page scanners are unlike the old school, traditional readers?

Know your audience.

Research and study the copy of several products or services similar to yours, and make a list of all the effective verbs and phrasings that pop. You can then use what you find as a guide.

Choose the right words.

To reiterate, use the appropriate lingo and steer clear of the abstract when explaining the benefits. When writing for the web, your copy should be SEO-friendly. Be sure search engines can find and list you near the top of the results.

Instead of claiming how easy a product is to use, explain specifically how the advantages of each feature make the product greater, better and easier to use than the competitor's. For example: With ABC's new and improved language learning software you can quickly and easily become fluent in the second language of your choice vs. Learn to speak, read and write a second language of your choice in 60 days or less. See the difference?

Now, get writing!



P.S. This information was provided by Ruff Haus Design - Your Loyal Marketing Companion. Learn more about how we can help improve your brand management and support your marketing needs at www.ruffhaus.com.

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