If you deal with consumers of any ilk, via web presence or broadcast advertising, this post might completely change your thinking for the better!
As a Voiceover talent (voice actor) I can’t help but analyze commercials and narrations which I hear or read, and that leads to thinking about the scripts. Scripting leads me to think about the copy on websites.
I’ve noticed something I wish to share.
Too many times, the projects are written from the clients’ point of view. In a hurried, bombarded media world, the intended message may be lost. We know attention spans are shortened. So when the clients’ /products’ descriptions require a leap of translation into WHAT IT MEANS TO THE CONSUMER, that leap may well determine your success of failure.
FEATURES ARE NOT NECESSARILY BENEFITS
“Best-in-class tires engineered with advanced tire technology.” FEATURE
“Safety rated tires allow you and your family peace of mind.” BENEFIT
“We offer custom installation of our products.” FEATURE
“We’ll install your product and explain it to you carefully so you’ll be completely comfortable with its operation.” BENEFIT
Get the idea? Answer the WHY DOES THAT MATTER TO ME? question, and do it up front, or attention may have waned or moved on to something else.