Increasingly, I'm skeptical of this copywriting advice: "Focus on benefits over features." In practice, it makes the copy longer, more abstract, and harder to parse for potential customers. When folks land on your website, they just want to know: "What does this company do?"
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Multiple people have told to me they now go to the pricing page *first* because it shows them exactly what the product does, and what it’s features are. https://twitter.com/trevmckendrick/status/1276743427472814080?s=21 …https://twitter.com/TrevMcKendrick/status/1276743427472814080 …
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So much marketing and sales advice relies on theories about how people come to a buying decision. We need to constantly question these assumptions. Most are tropes that are constantly repeated, but don’t have meaningful numbers behind them.
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I wonder how much influence copywriting actually has on someone's intent to buy *in the moment*. How many people land on a website for the first time, read the copy, and then click "buy?"
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A marketing site should be for people who have a high level of awareness about the product category. (You're not teaching people about what a CRM is here.) If you're educating the consumer, that should happen in blog posts, videos, tutorials, talks, Twitter, podcasts, PR, ads.
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Gmail's original marketing site was beautifully simple: "Gmail is a new kind of webmail" (quickly describes "what is this?") Features: - Searchable - 1000 MB of storage - Grouped replies (displayed as thread) - No pop-up ads Who's the product for? Whoever wants these features!pic.twitter.com/Z6AMRu6y2j
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Who lands on a random company website when they’re “just browsing,” anyway?” Feels like companies are optimizing for folks just stumbling upon their site accidentally. If folks are landing on your site, it’s because it was recommended to them (friend, search engine, article).
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What I’m railing against is the idea of writing long, benefit-driven copy, as opposed to specifically telling me what your app does. This “so what?” methodology is a good example. To me, it leads to fluffy, abstract copy. It’s enough to tell me “this oven preheats fast!”pic.twitter.com/SNwqxTM7c3
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Yes, this has a lot to do with the product category and the buyer's awareness. There are car buyers who have been debating the decision for months. There are also restaurant owners who value loyalty but don't understand how an email product is supposed to help.
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Wydaje się, że ładowanie zajmuje dużo czasu.
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