Linda Buquet
02-10-2004, 11:32 AM
I love the Grokdotcom Conversion Rate Newsletter. I just love how these guys write and get the point across.
"It's straight out of Sales 101. When you want to capture your customer's interest and speak to their felt need (the thing that makes them want to buy), you sell the benefits, not the features of your product or service. A classic example? Take the electric drill. Nobody is going to buy one just so they can have an electric drill. They buy one because they want holes. Clean holes, deep holes, accurate holes, fast holes, holes of many sizes, holes in different materials. Most folks don't care what the drill is made from or how the circuitry is toggled - they care that it makes holes. They might also care that the drill is light-weight (but spare them a discussion of the space-age aluminum alloy casing), maneuverable, UL approved, has a super-long cord and comes in its own carrying case. But they only care about those things because they add to performance, convenience or safety - benefits, not features, and they appeal at an emotional level."
This issue also goes into personality types and how to appeal to them in your web copywriting. Read the rest here and then come back to discuss.
http://www.grokdotcom.com/writingforemotions.htm
"It's straight out of Sales 101. When you want to capture your customer's interest and speak to their felt need (the thing that makes them want to buy), you sell the benefits, not the features of your product or service. A classic example? Take the electric drill. Nobody is going to buy one just so they can have an electric drill. They buy one because they want holes. Clean holes, deep holes, accurate holes, fast holes, holes of many sizes, holes in different materials. Most folks don't care what the drill is made from or how the circuitry is toggled - they care that it makes holes. They might also care that the drill is light-weight (but spare them a discussion of the space-age aluminum alloy casing), maneuverable, UL approved, has a super-long cord and comes in its own carrying case. But they only care about those things because they add to performance, convenience or safety - benefits, not features, and they appeal at an emotional level."
This issue also goes into personality types and how to appeal to them in your web copywriting. Read the rest here and then come back to discuss.
http://www.grokdotcom.com/writingforemotions.htm