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CHAPTER 5 MULTIPLYING YOUR BUSINESS PROFITS

service and how it would help them solve their problems and
achieve their desires.

The most important principle about writing persuasive salescopy
is that you must sell the BENEFITS and not merely the features
of your product/ service.

Let’s imagine you are selling ‘Super Cool air-conditioners’
and would like to elaborate on your UCA. Writing, ‘Super
Cool Aircons have high energy efficiency’ is a common
product feature and will not be persuasive enough. It would
be more enticing to the customer if you wrote it in terms of
how he/she would benefit specifically from using the product.
An example would be, ‘Super Cool Aircons will cut your
electric bill by 25% and save you lots of money.’

An Ineffective Headline that Sells the ‘Features’
Super Cool Aircons Have High Energy efficiency

An Effective Headline that Sells the ‘Benefits’
Super Cool Aircons Will Cut Your Electric Bill by 25%
and Save You Lots of Money’

Let’s look at another example. Imagine you are writing an ad
for ‘Super White toothpaste’. Writing, ‘Super White toothpaste’s
special formulation polishes and whitens teeth’ is a product
feature. So how would you write in terms of the customer’s
benefit? Think for a while before reading on. What goal/desire
does the person using toothpaste really want to achieve?

Here is how it could be re-written, ‘Super White toothpaste
will give you brilliant white teeth and a beautiful smile that
gives you the confidence you need’.

SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES 153