Revolves

We should first understand the fact that without features, copywriters won’t have any benefits to put on his letter. As Seth Godin says, every remarkable product creator needs to be a marketing, understanding the need of his core market.

Product and Sales Letter go hand in hand, and are two sides of the same coin. You can live with just one of them, maybe you’ll end up making sales. (For those thinking how can you make a sale with just a sales letter and no product, think “scammers”)

But with their powers combined (now that’s like Captain Planet), they’re a monster. To convey my exact point, I will only need to tell you the difference between a feature and a benefit.

Features are stuff what something, say a piece software or knowledge can help you do
Benefits are all about how and in what ways you use them

The feature of social bookmarking site is that they allow users to store links on their servers, share them and make them public to the world. The benefit? You never lose a link. You get to share crazy stuff with your friends, and others do the same.

Is that all? Apparantely not. Marketers have found another benefit, which is the sole benefit for them. And that is, linkbuilding. Social bookmarking sites give links, and that’s the only thing they’re after. They don’t care about the “sharing” benefits that these services offer.

You see, the benefit marketers are after is not even advertised in those bookmarking services. Yet, there are thousands of website out there talking about this little “marketing” benefit.

Google has launched numerous services in the past months and years. Even though it still retains name primarily as a world class, unparalleled search engine. What do people use them for? To search information. That’s primarily what it’s used for.

But again, it can be used to spy on competition, estimate your potential rankings and wild stuff like that. Another community might be using it in some other special way.

Did Google think about all this when it launched? No! It’s like what 37Signals said. Give people a simple tool, and be amazed at their creativity at using it. It will save you hundreds of man hours, because people may not require a complex feature to be added in order to reap a specific benefit.

Out of the numerous reasons people use search engines, do you think Google or any other company thought it could/would be used like that? It’s only certain people at first who found new benefits of using it (the innovators and early adopters), and spread it across the rest of the bulk.

To build a remarkable product, you often need to work backwards. Find the benefits for which the target market crave for, and then implement a feature that helps reap the benefit in an efficient manner.

Product creators are the one who create, Copywriters persuade and spread. Copywriters represent the product in the most efficient manner.

Earlier, in the world of direct marketing, product creators may have not known of certain benefits their product offers. Which of course, was the job of the copywriter to find through extensive research, and put it forward. But things have started changing. It’s now often necessary to write a compelling sales letter and then create something that fulfills them.

It’s time to be remarkable, as Seth Godin says.

If you want to make remarkable stuff that spread, then I could not recommend these books enough. It by none other than Seth Godin. At least get “The Purple Cow”. It will change the way you think.

Similar Posts:

• Copywriters – Your Unfinished Sales Letter Is Worth More Than The Finished One
• Copywriting Training – The Smart Way Of Learning
• Headlines – The Most Important Weapon Of A Copywriter
• A Vague Advice For Marketing Ingenuity