Writing for sales: so maybe we DO need a few features…

It had to happen, didn’t it. We stretched the elastic band so tight on heart-centred sales and conversational copywriting and benefits-only wording that the other day, it snapped.

It was someone on LinkedIn who made the point that sharing the benefits of a product or service is all fine and dandy, but what if your prospect asks how you make those benefit promises come true? Not with smoke and mirrors, presumably. So here we must turn to corroborating features. Snap!

article on features

OK, but how do you make it Texas’ best bread?

I’m sending myself up here because I’ve been bleating on about “benefits sell, features smell” since the Dark Ages of my former career as a copywriter. (NB: I still deal with features and benefits in the planning and marketing of nonfiction books.)

So how do features work when our words are benefits-led?

[Read more…]

Please welcome ReaderReady writing. (This time around.)

ReaderReady? Yes, I just coined that word. It means the same as most of the terms and descriptions mentioned below going back to about the 1950s or so. So why is it new?

conversations in slaes

In both business writing and sales, success now lies in conversations – not presentations.

Short answer? It isn’t. But along with every new incarnation of the concept, we get the accompanying yee-hahs and whizzing bow ties assuring us that this is how we should be writing our books, online content, blogs, ad copy, and everything else down to the note you stick on your front door asking the delivery people to leave your stuff around the back. [Read more…]

How to make benefits your best friends in business writing – 10 Quick Tips

Everyone in business knows – or should know – that benefits are what customers and prospects are interested in when it comes to what you have to sell.

How to make benefits your best friends in business writing - 10 Quick Tips

What if there are so many features that it’s hard to translate them into benefits?

But all too often businesses get stuck on the features of their products and services, without relating them to what’s in them for the customer. Result? Poor  results.

[Read more…]

Do you know what you’re REALLY selling before you write about it?

really selling,writing,Tsufit,blogging,writing

They know what they’re selling–sex.

Heaven forbid that I should harp on about the old features and benefits  number again, but something I read in my fellow Canadian, Toronto-based **Tsufit’s latest email has made me take a look at this issue in a different way. [Read more…]

The Holidays buying frenzy – a culture of vultures?

Holidays,money,gifts,giving,putting the world to writes,Suzan St Maur

The Holiday Season: feeding our greed?

Given that most of us in western industrialized countries have just experienced two weeks (or so) of ongoing festivities, you can’t help but wonder how the beliefs of this time of the year have been interpreted among faiths that don’t celebrate them.

Why should they? Because, if nothing else – and here I am talking at my most commercial and cynical – the whole gift-giving period represents an extraordinarily good opportunity to sell, sell, sell. [Read more…]

Help! How can I write good real estate ads that will work for my new business?

real estate ads,property,advertising,writing,estate agents,Suzan St Maur,HowToWriteBetter.net, How To Write Better

Dear HTWB Agony Columns

I run an independent estate agency in the UK (North Americans would call it a real estate brokerage, I think?) and much as I’m no writer, I’m appalled at the awful way British property sales people write their ad copy which is full of grammatical and other mistakes. [Read more…]

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