As marketers, it's our responsibility to form a deep understanding of the products and services we promote. It's this understanding that (in theory) helps us create more compelling ways to appeal to customers and help them make informed buying decisions. With great intentions and an analytical mindset, we spend hours dissecting these products or services and finding ways to organize their benefits—the 8 P's, the 4 C's, SWOT analyses, and the list goes on.

But eventually, after identifying and prioritizing as many benefits as possible, the time comes to write messaging for a website, a social media campaign, or your next email blast. Then something inevitable happens. We find ourselves writing about features, specifications, prices—everything BUT benefits.

As a change agency, LMD is passionate about finding ways to help our clients get out of this rut. Here are just a few ways you can refresh your copywriting and craft better, benefits-driven messages:

  1. Stop saying "we." Nobody can blame a brand for being proud of what it has to offer. But nothing is a bigger turn-off for potential customers than a brand that talks itself up too much—saying "we do this" and "we did that"—without saying what it means for the person buying it.

    Instead of saying something like, "We set out to create Product X to offer better quality at a lower price, because we believe in... etc.," a brand can make a simple, customer-focused statement like, "Product X was designed with your challenges in mind."

  2. Be emotional. No, we don't mean getting all teary-eyed. We mean speaking to the emotional benefits of your product or service, instead of the features. Sure, everyone likes knowing their next new car has lots of horsepower and comes in that cool color they've been wanting—but it's the way they expect to feel by owning that car that makes them pull the trigger.

    Don't just tell your audiences about the features of your product or service, saying things like, "Crisp highs and booming lows deliver breathtaking sound unlike any other wireless ear buds." Instead, lead with a message that pulls on the heartstrings, like, "Hear your favorite song like it's the first time ever."

  3. Get specific. Playing on emotions can be powerful, but sometimes customers are truly just looking to make quick comparisons with their options. This brings us to another powerful messaging tactic, which is quantifying the benefits—not the features—of your product or service in a way that is meaningful to your audience.

    Try to get away from making the typical comparisons of product details or specifications and refocus your messaging on how the product or service can make a measurable difference in your customers' lives. For example, instead of saying something like, "Laptop X is powered by an amazing 13-hour battery," revert to something more impactful, like, "Keep those creative juices flowing for up to 13 uninterrupted hours."

At the end of the day, just remember we're all humans who want to be addressed like humans. We're looking for solutions to our challenges, and tools to achieve our goals. Keep this in mind as you write messaging for your next marketing initiative. And if you need help, just contact LMD.

Brand & Communications Strategist
Brandon is a skilled communications strategist with expertise in branding, paid media, copywriting, and digital marketing. He develops data-driven marketing plans and executes impactful multimedia campaigns. Brandon’s writing and messaging...Read more