{"id":2850,"date":"2021-05-12T21:34:12","date_gmt":"2021-05-12T21:34:12","guid":{"rendered":"https:\/\/www.chrisalden.co.uk\/?page_id=2850"},"modified":"2021-05-13T12:58:29","modified_gmt":"2021-05-13T12:58:29","slug":"persuasive-marketing-why-you-need-a-copywriter-who-can-sell-the-benefits","status":"publish","type":"page","link":"https:\/\/www.chrisalden.co.uk\/persuasive-marketing-why-you-need-a-copywriter-who-can-sell-the-benefits\/","title":{"rendered":"Persuasive marketing: why you need a copywriter who can sell the benefits"},"content":{"rendered":"\t\t
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Home<\/a><\/span><\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u201cSell the benefits.\u201d It\u2019s the oldest rule in the content book, but sometimes one of the hardest for B2B marketers to get right.<\/strong><\/p>

As a marketer, it\u2019s your job to persuade clients of the benefits of your product \u2013\u00a0and much depends on how you position it in the market.<\/p>

Why is your technology brand important to your client? Is it resilience? Cost-effectiveness? Is it what it can help the end user to do? Or is it personal service, coupled with the depth of your expertise?<\/span><\/p>

Ultimately: how do you help the client \u2013\u00a0and why should they buy from you?<\/p>

These are the kinds of questions I ask as a freelance copywriter \u2013\u00a0to help you articulate your sales messages as clearly as you can.<\/p>

Benefits before features<\/strong><\/h2>

Trouble is, a lot of B2B copywriting doesn\u2019t focus on benefits. It focuses on the features of the product or brand \u2013 and the client has to ask: \u201cYes, but how does that help me?\u201d<\/p>

In a\u00a0brochure<\/a>, for example, the customer doesn\u2019t want to know, for example, that you have 39 vans in your fleet.\u00a0What they want to know is that you\u2019re committed to providing service on time \u2013\u00a0so they can keep their business up and running. Say this \u2013\u00a0and <\/span>then<\/em> mention the vans.<\/span><\/p>

On your website<\/a>, similarly, don’t just write a press release saying you’ve won an innovation award, tack on a quote from the CEO, and decide your job is done. On its own, it’s little more than a feature of your brand. Instead, use that award as a proof point when telling clients about how your culture of innovation benefits them.<\/p>

These are just examples. But persuasive copywriting is about working out what customers\u2019 needs are and addressing them \u2013 often surprisingly directly.<\/p>

As a copywriter, I help you move from features to benefits, so your marketing is targeted at your customers\u2019 needs. This should help make your copy more effective.<\/span><\/p>

Benefits in wider content marketing<\/strong><\/h2>

\u201cSelling the benefits\u201d is most obviously applicable to marketing collateral: i.e. sales-focused copy such as brochures, sales sheets, product pages and core web pages.<\/p>

But it\u2019s also important to blog posts<\/a>, case studies<\/a>, white papers<\/a> and wider content marketing. It\u2019s just that here the \u201cbenefits\u201d are of a more subtle kind.<\/p>

Often, the goal here is to understand how you\u2019re helping the client not with the sale, but with the next stage of the customer journey.<\/p>

With blogs or articles or white papers, try to find the \u201cwhy\u201d. Why is the client reading? How can you help them as best you can? What value can you offer?<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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83%<\/b><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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of B2B marketers cite \u201cthe value our content provides\u201d as the reason for their success in content marketing \u2013 the top-ranked reason<\/strong>.
[<\/span>Source: B2B Content Marketing: Benchmarks, Budgets and Trends<\/a> \u2013 Content Marketing Institute, Sep 2020]<\/i><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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As a copywriter, I can help you provide the value your clients are looking for \u2013\u00a0helping to guide them, over time, from blog post to product page to sale.\u00a0<\/p>

That\u2019s the benefit I can provide.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\tDiscover my copywriting services<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

\u201cSell the benefits.\u201d It\u2019s the oldest rule in the content book, but sometimes one of … <\/p>\n

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