Treat experts as experts and just give them the information they need to make informed decisions about your products or services. It is a truism to say it … people who buy from your copywriting clients are not interested in your clients or their products or services per se.
What they are really concerned about is what those products or services can do for them … the benefits they will derive from using them.
Any product or service can be viewed at four different levels … features, advantages, satisfactions and benefits. Each of these four levels has its own set of characteristics. These will vary depending on the type of product or service you are writing about and the market for which it is intended to cater.
Suppose you have been asked to write some persuasive copy for a new suite of accounting software. The purpose of the trick is to help you clarify you thoughts and marshal your argument.
Here are four common ways you can structure your writing: Using a chronological order works in most situations, especially stories. But stating a problem and then giving the solution is probably the most sensible way to write a case study.
Alphabetical order makes sense in booklets about things such as vitamins and directories. A sequential order is vital for manuals that describe processes and work instructions where the reader needs to follow particular steps. Be consistent Being consistent means always using correct grammar… and being consistent in how you spell words and in your writing style, as well as the symbols, nomenclature, units of measurement and so on you use.
How to sell home and office systems Another time features expensive systems such as kitchens, heating systems, car maintenance kits, and so on. How to sell to experts The copy you write to address experts in a particular field is usually very different compared to the usual business-to-consumer writing. Suppose, for example, you are writing copy to sell home insulation products. How to sell to engineers and scientists Writing copy for engineers and scientists is similar to writing for experts.
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