20 Minutes Is All You Need to Create 20 Killer Benefit Statements in Copywriting For the Web
Thinking up great benefit statements has always been the most challenging part of copywriting for the web. And benefit statements are critical to selling your readers to try your products, services, and ideas, second only to the headline.
In comparison, the other parts of copywriting that people might find challenging, such as stories, headlines, and great price offers were easy. But creating a benefits list drove me crazy; that is until I learned how to come up with one or more benefits every minute.
You may recall from Sales 101 that benefits are what sells your product or service, not features. Knowing the truth to that, I started to take a closer look at what benefits really are. I discovered they are really just action items in disguise, agreed? For example, you “lose” weight or “make” money. So, why not start out all benefit statements with action verbs? This is the process to take:
1. Find a long list of action verbs and alphabetize them.
2. Display the alphabetized list of action verbs on your desk or, even better, view them on your computer screen so that you can see the list in its entirety
.
3. Beginning with the letter A, read each verb aloud and come up with a descriptive sentence about your product or service that includes the verb.
For example, the first word in my list of verbs is “Accelerate”.
Then, my descriptive sentence might be that my service helps “accelerate” the time it takes to learn to read Spanish.
4. Keep writing benefits as long as you are able and don’t quit! You’ll weed out the benefits later that don’t have as much punch as you thought. Now is not the time either to worry if you are writing duplicative statements down. Just open your mind to think about your product or service and brainstorm benefit ideas as they come.
5. Now is the time that you will prioritize your list from most important to least.
This process has worked for me not only to create great benefits lists, but also for writing articles for my website like “35 Reasons Why a Blog is Better than a Traditional Web Site for Your Business,” or “50 Ways to Kill a Perfectly Good Seminar”.
Use my list of verbs or create your own and start creating your killer benefit statements in just 20 minutes. Most of the time, you won’t need more than a great list of 20 benefits.
Marty Dickinson is an entrepreneur and the founder of HereNextYear, Inc., a full service Internet marketing company in business for 15 years. He specializes in Internet marketing solutions for the small business owner, speakers and authors. Visit to see what HereNextYear has to offer and to learn more about their innovative new website packages fully integrated for ease with social networking and other Internet marketing strategies.
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