Business-to-Business Copywriter
From the World's
Highest-Paid
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Highest-Paid
Copywriter
Show People an Advantage in
Your Copy
By Kelly Robbins
Your Copy
By Kelly Robbins
When you are hired to write copy for a client, there are many things your clients will ask you to do. You’ll find that often times they have multiple objectives for one piece. It could be to sell their product or service, in addition to positioning their company or product in a certain way. Other times you’ll be asked to announce new information to the public or to their employees. The list goes on.
Whatever the reason your client hires you to write copy, you need to show an advantage to the reader. Why is it better? Why is this product better? Why is this doctor better? Why is this company better? Why is this new announcement better? What’s in it for them (the reader)? Perhaps you have heard of the WIIFM (what’s in it for me) phrase before.
What you need to do in your copy is tie the specific advantages of your product/service with the needs or desires of the audience reading your copy.
Or at least most of the readers.
You want to both show the reader, with your words as well as with pictures, what they gain, as well as what they could lose if they don’t use your product. What the reader gains or loses can be tangible things like money or sometimes even better non tangible things like emotions, security, spiritual growth, embarrassment, keeping face with their friends, etc.
How do you do this?
As a copywriter, you first need to know the advantages of what you were hired to write about. Ask the person that hired you what they are. Ask in any interviews you do, what they see the advantages are.
A tip…one question I always ask when I interview someone, “What is the number one advantage of this product as your clients see it?”
About the author
Kelly Robbins, founder of The Copywriting Institute, is the author of Powerful Interviewing Techniques for Healthcare Marketers and The Healthcare Copywriters Toolkit. Kelly Robbins is an award winning healthcare copywriter and marketing coach/consultant. Publisher of "The Copywriting Connection", Kelly helps writers and marketers learn to write phenomenal copy. Contact Kelly to receive her free report, "Six things every copywriter MUST know to make high profits in copywriting fast!" at www.TheCopywritingInstitute.com or 303-460-0285. © 2007, The Copywriting Institute
What you need to do in your copy is tie the specific advantages of your product/service with the needs or desires of the audience reading your copy.
Or at least most of the readers.
You want to both show the reader, with your words as well as with pictures, what they gain, as well as what they could lose if they don’t use your product. What the reader gains or loses can be tangible things like money or sometimes even better non tangible things like emotions, security, spiritual growth, embarrassment, keeping face with their friends, etc.
How do you do this?
As a copywriter, you first need to know the advantages of what you were hired to write about. Ask the person that hired you what they are. Ask in any interviews you do, what they see the advantages are.
A tip…one question I always ask when I interview someone, “What is the number one advantage of this product as your clients see it?”
About the author
Kelly Robbins, founder of The Copywriting Institute, is the author of Powerful Interviewing Techniques for Healthcare Marketers and The Healthcare Copywriters Toolkit. Kelly Robbins is an award winning healthcare copywriter and marketing coach/consultant. Publisher of "The Copywriting Connection", Kelly helps writers and marketers learn to write phenomenal copy. Contact Kelly to receive her free report, "Six things every copywriter MUST know to make high profits in copywriting fast!" at www.TheCopywritingInstitute.com or 303-460-0285. © 2007, The Copywriting Institute