We’re nearly through with the list of “hats” that a good copywriter needs to wear. In this post, we’re going to look at the “Feature Converter” and “Desire Magician” hats, and what they mean. In the next post, we’ll come to possibly the most important “hat” of all.
A good copywriter can convert FEATURES and ADVANTAGES into BENEFITS as easily as a professional translator might convert one language into another.
FEATURES are just what something has (i.e. “four wheels”), ADVANTAGES are what the feature can make happpen relative to not having it (i.e. “get there quicker”), and BENEFITS are what the customer will get out of the advantage; how it will help them.
Typical benefits might include…
- It makes them money.
- It saves them money.
- It saves them time.
- It makes their life easier or better.
So a copywriter needs to know how to convert every feature into a benefit, and convey that benefit in their copy.
Features may be important to some groups of people (i.e. people who always want the latest, cutting-edge technology and gadgets), but people often buy because of the benefits derived from the features.
At least, they do on the surface. But as we discussed in Part 2, there are often deeper reasons for buying, to satisfy their “core desires” as it were. Understanding this is part of the skill of the…
A good copywriter is also a Desire Magician, building desire for the product. It’s about understanding what they REALLY want, deep down – and then appealing in some way to those desires.
Building desire involves getting them to IMAGINE and ANTICIPATE what it would be like if their problems were solved, or their needs and wants were satisfied, as a result of buying the product.
It’s also about TEASING them with the information or features provided by the product, and the benefits they will receive when they buy the product.
In this regard, I consider BULLET POINTS to be effective as what I call “desire hooks”. Each bullet point should take a feature, and convey the ultimate benefit from having that feature, or the ultimate consequence of not having it. For example, here’s a bullet point from my sales letter at WriteToMoreMoney.com for all non-fiction writers:
- Invisible Selling. I’ll reveal my secret “Invisible Selling” technique to you right here. Get this… just this one technique by itself could have clients lining up to use your services… when you have this, and use it. (p34-37)
I currently have 19 bullet points in that sales letter. If that one got you even mildly curious, the idea of multiple bullet points is to raise the level from curiosity to wanton, drooling desire that makes you say, “I MUST get this!”
I made each of them by taking a piece of information from the product, turning it into a benefit (in this case, the possible ultimate outcome of using the technique) and – hopefully – getting people intrigued enough to want to find out more. I also mix up the language (so they’re not simply a list of 19 “How To…” statements) and add some other elements to build desire, which I explore in great detail in Video #10 (the “Bullet Builder” Technique) of my video copywriting series.
In the next post, I’ll share with you what I consider to be the most important copywriting “hat” of all, so make sure you’re subscribed to this blog to find out what it is, and why it’s so important.