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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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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Is copywriting something that helps SEO?
Dziękujemy. Twitter skorzysta z tych informacji, aby Twoja oś czasu bardziej Ci odpowiadała. CofnijCofnij
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Me parece superinteresante, Johathan. Me lo guardo por aquí para tenerlo a mano. Lo único que no me acaba de cuadrar es el planteamiento inicial y hablar de que los beneficios son abstractos. Al final yo entiendo beneficio por lo que la empresa puede ayudarte a conseguir.
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Ten tweet jest niedostępny.
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Yes, but what brought you there in the first place?
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Very few, which is exactly the point. People need to be exposed to your product/copy several times and understand not just the features but also how they fit improve their lives and help them “get the job done”. There’s an emotional & psychological dimension to a purchase too
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Just check out how Apple sells iPhones online. Yes, they talk about features but always from the benefit perspective (“become amazing at making photos” and only later “11 MP camera”)
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Wydaje się, że ładowanie zajmuje dużo czasu.
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