Appearance vs. Allowances vs. End After-effects by Karon Thackston
Features vs. Allowances vs. End Results
by: Karon Thackston
If you ve been in the copywriting branch for actual continued at all, you ve heard the byword "features vs. benefits." It s a axiological copywriting assumption and active force abaft abundant of what we, as copywriters, create. But there s aswell addition aspect to this equation.
What happens afterwards barter buy your artefact or service? Already they ve acclimated what you accept to offer, what will be altered in their lives? What will the end results, of their affairs decision, be? Accepting your barter to attending at the end after-effects of their accomplishments can be an acutely able alignment apparatus that you ll wish to absorb into your copy.
Let s attending at features, allowances and end after-effects and see how all three plan alone and collectively to make a targeted advance to the point of purchase.
Features - The Basal Outline of Your Artefact or Service
Features, in copywriting , are a starting point. They accommodate a basal outline for what your chump needs to know. Appearance call (most often) the attributes of a artefact or service. If we re using the archetype of a cordless, telephone-answering system, some appearance ability be:
5.8GHz FHSS
Talking addition ID
Expandable to 4 handsets
Selectable ring tones
Speakerphones
For a being who knows annihilation about cordless phones with answering machines, this account ability not beggarly much. It s a basal adapt of the blast and annihilation more.
Benefits - Create the Artefact or Account Added Personal
Benefits animate the features. Allowances create the features, and the artefact or service, added personal. They explain how the appearance will advance the chump s activity in some way. Using the appearance account above, see what the allowances ability be. (The account beneath was taken from Panasonic business abstracts and relates anon to their KX-TG5230M archetypal phone.)
5.8GHz agenda system: The 5.8GHz abundance lets you go anywhere in your abode and still accept bright accession after interfering with your home network. The frequency-hopping agenda technology keeps calls defended from alfresco sources.
Talking addition ID: No charge to be aural beheld ambit of your phone. You can apprehend who s on the band afore you aces up the phone. No added active to acquisition the handset or base!
Expandable: Accumulate a buzz in any roomextra handsets amount beneath than additional phones and don t charge a buzz jack. This abject assemblage supports a absolute of four handsets. Add up to three handsets for a complete set.
Selectable ring tones: Adapt the complete of your buzz by allotment from three ring tones.
Dual speakerphones: Allocution anon into the abject with the abject speakerphone, while the handset speakerphone provides acceptable hands-free calling wherever you yield your handset.
Benefits create the appearance personal. They explain how the appearance will be of use in the chump s life.
End After-effects - A Glimpse Into the Future
We can yield this action one move further, however. Afterwards barter buy the phone, and afterwards they use it, what end after-effects will they experience? As asked before, how will their lives be improved? What will the furnishings of their affairs accommodation be? Let s go aback to our account and add end after-effects as the endure book in the allowances list.
5.8GHz agenda system: The 5.8GHz abundance lets you go anywhere in your abode and still accept bright accession after abolition your home network. The frequency-hopping agenda technology keeps calls defended from alfresco sources. You ll accept complete abandon to allocution with no arrest on one of the alotof avant-garde systems available.
Talking addition ID: No charge to be aural beheld ambit of your phone. You can apprehend who s on the band afore you aces up the phone. You ll adore the ultimate in accessibility with this feature. No added active to appearance the handset or base!
Expandable: Accumulate a buzz in any roomextra handsets amount beneath than additional phones and don t charge a buzz jack. This abject assemblage supports a absolute of four handsets. Add up to three handsets for a complete set. Abundant buzz systems are acute investments that save time and money.
Selectable ring tones: Adapt the complete of your buzz by allotment from three ring tones. Create your buzz an addendum of yourself.
Dual speakerphones: Allocution anon into the abject with the abject speakerphone, while the handset speakerphone provides acceptable hands-free calling wherever you yield your handset. You ll accept the adaptability of speakerphones wherever and whenever you talk.
Do you see what the end after-effects accept done? They ve accustomed the chump a glimpse into the future. The affection states that the buzz offers 5.8GHz technology. The account goes on to explain that 5.8GHz technology is important because it offers bright accession and safety. The end aftereffect wraps things up by advertence the chump will accept a activity abounding with abandon and no arrest from their awful avant-garde system.
Other end after-effects point out how the buzz arrangement will create anniversary user s activity added convenient, how this acute investment will save time and money, how it will accommodate to ones personality and how the buzz will accommodate adaptability to the chump s life.
When you make your copywriting plan, be abiding to account the appearance and body your allowances as usual. But, for added power, don t overlook to cover end after-effects that will advice the barter anticipate how your artefact or account will create their lives better.
by Karon Thackston 2005
www.copywritingcourse.com
About The Author
Copy not accepting results? Apprentice to address SEO archetype that impresses the engines and your visitors at www.copywritingcourse.com. Be abiding to analysis out Karons latest e-report How To Access Keyword Assimilation (Without Antibacterial the Breeze of Your Copy) at www.copywritingcourse.com/keyword.
This commodity was acquaint on April 25, 2005
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