【 Master landing page copywriting 】
As a founder, writing landing page copy is never easy! The key to writing a more relatable copy is to understand the difference between feature (here's what our product can do) and benefit (here's what you can do with our product). Founders are often great with the former but the latter is what influences the majority of customers behavior.
Benefit is what the customer actually buys, a better version of themselves. Benefit is about describing your customer in the future once they use your product. For example:
Google Analytics - “Get to know your customers”
Uber - “Move the way you want”
Evernote - “Feel organized without the effort”
Customers can clearly relate to the copies above, they know exactly how they will become once they use the product, because it’s telling them exactly that! On the other hand, if we take the core features from the example companies above and use it as their main copy:
Google Analytics - “Data Analytics, Visualization and Reporting”
Uber - “Rides on demand, Upfront Pricing in real time”
Evernote - “Webclipper, Notebooks & Tags, Multi-Device Sync”
The product doesn’t change, but now customers have a harder time connecting these features to how it benefits their situation. And if customers are unable to identify the benefit we are offering, they will bounce and most likely never return to try our product!
So how do we write a benefit oriented copy?
We need to really know our customers. What's troubling them? What situation are they in? It’s important to speak with them, make sure we identify the language used to describe their situation and use that in our copy. For example:
Google Analytics customer: “I want to know how my users are engaging with my content and website”
Another approach is why we built this product in the first place. We didn't simply build an analytics tool for the sake of being able to track every action on the internet, we built this tool so we can understand our own customers. Benefit is often the why behind the what.
Once the benefit is sold, features are used to explain how we’ll make it happen, it can help customers connect the dots and put our benefits into greater context. There are two ways to this:
Justification: Using feature to justify how we can guarantee the benefit.
Differentiation: Using feature as a point of difference to our competitors.
The key is to use benefit as your main copy to match customer’s intention, to resolve why they came to your website. Then use features to convince them, to support your claim, differentiate your product and close the sale.
So what's on your landing page? Can your customers instantly know the benefits your product provide? Or are you telling them what your product can do?
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If you are an #AI or #blockchain #startup looking to grow your network and learn more about how to build a startup, join AppWorks Accelerator #19 here: http://bit.ly/2J3mbmZ
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by Jack An
Analyst, AppWorks
