Getting geared up for your next copy project?
Before you pick up your pen (or place those fingers on your keyboard) there’s one thing you should always do before you start working at your sales copy; write down the full list of benefits of whatever you’re writing about.
If you’ve developed a good working knowledge of whatever you’re writing about, you might be tempted to shrug off this step.
It’s especially tempting if you work in a specific niche for a while – it feels like you know all the benefits, so why bother putting them down?
But whether it feels necessary or not, you’d be surprised at how helpful it is to write those suckers out!
The advanced theory on why writing the benefits out is a fantastic idea:
Humans have workable short term memories - but we can only hold so much temporary information in our minds at a time.
I recall reading that humans can only remember a certain number of numbers, phrases or words on their ‘read only’ memory at any given time (which is why most phone numbers are 7 numbers long.)
So if you have to keep recalling what made “Johnson’s Hardware Store” so great while you were trying to write the copy, I suspect you’d keep getting slowed down by accessing your brain for benefits instead of having the list in front of you.
Free up your brain space
Here’s what you can do to make your life a bit easier:
Start by writing out all the benefits that come to mind (remember how to tell features and benefits apart?)
Next arrange the benefits in order of how important they are to your customers.
Not what’s important to the business owner, not the benefits you like the best, not what your cousin Jim likes – only focus on what’s important to the customers.
That’s who you’re trying to target, remember?
After you’ve got the benefits arranged, stick it in an easy to access place and have it on hand as you write out the copy.
Not only will this step save you a lot of time when you’re writing out your copy, but you’ll also save a lot of brain power.
Heck, even if you’re not writing sales copy, simply writing out what’s on your mind will free up your brain space for other things.