20 Minutes to 20 Killer Benefit Statements in Copywriting for the Web
For me, the most difficult part of writing ad copy has been to come up with great benefit statements. But, other than a good headline, to sell visitors to your service, product and ideas you need great benefit statements.
In comparison, the other parts of copywriting that people might find challenging, such as stories, headlines, and great price offers were easy. What drove me nuts was coming up with a benefits list; that is until I discovered how to develop more than one benefit a minute.
You might remember from any basic sales course that people do not care about features nearly as much as they want to know the benefits. Knowing the truth to that, I started to take a closer look at what benefits really are. They’re action items, right? As an example, you “build” muscles or “create” more time. So, what do you think about starting out each benefit statement with a verb that takes action? This is the process to take:
1. Alphabetize a long list of action verbs.
2. Put the list on your desk or computer screen where you can see the entire list
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3. Begin with the first verb in your list that begins with the letter A and read the verb out loud and make a sentence out of it that describes one benefit of your product.
As an example, “Accelerate” is the first verb on my list.
Then, my descriptive sentence might be that my service helps “accelerate” the time it takes to learn to read Spanish.
4. Write as many benefits as you can and don’t stop! You’ll weed out the benefits later that don’t have as much punch as you thought. You don’t need to stop to think if you are writing duplicate phrases down either, now is not the time. Just let your brain consider your product and freely create the benefits as they come to you.
5. Now is the time that you will prioritize your list from most important to least.
This process has worked for me to write great benefits statements, as well as when coming up with article ideas for my blog, such as “35 Reasons Why a Blog is Better than a Traditional Web Site for Your Business,” or “50 Ways to Kill a Perfectly Good Seminar”.
Use my list of verbs or create your own and start creating your killer benefit statements in just 20 minutes. In most cases, a good list of 20 benefits is all you will need for your sales page.
Marty Dickinson is an entrepreneur and the founder of HereNextYear, Inc., a full service Internet marketing company in business for 15 years. He specializes in Internet marketing solutions for the small business owner, speakers and authors. Visit to see what HereNextYear has to offer and to learn more about their innovative new website packages fully integrated for ease with social networking and other Internet marketing strategies.
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