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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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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I think there’s an important difference between copy found on websites vs. copy found elsewhere. Websites are sought out by people for very specific purposes, whereas other copy is thrust in front of people when they have no particular purpose in mind.
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I hate sites that have a “Solutions” page instead of a “Products” page.
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We’re still in the middle of jtbd interviews but this is similar to a pattern we’re picking up. Basically, buyers start by looking at home pages then pricing. Once familiar with category (or if not finding what they want), turns into pricing page first visits.
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Ten tweet jest niedostępny.
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I do this too. I often fail to find the pricing page so end up having to google “<product name> pricing”
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Wydaje się, że ładowanie zajmuje dużo czasu.
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