http://blog.marcomments.com/2009/10/26/marcom-copy/ Tue, 22 Dec 2009 10:59:24 +0000 hourly 1 http://wordpress.com/ http://blog.marcomments.com/2009/10/26/marcom-copy/#comment-11 Fri, 30 Oct 2009 02:31:55 +0000 http://blog.marcomments.com/?p=106#comment-11 Thank you for taking the time to read our article. Harding welcomes your comments.

]]> http://blog.marcomments.com/2009/10/26/marcom-copy/#comment-9 Tue, 27 Oct 2009 12:54:35 +0000 http://blog.marcomments.com/?p=106#comment-9 Transforming features into benefits (or, even better, benefits of benefits, as you so aptly point out) is an issue that comes up again and again in my translation, copywriting, and training business. Whether it is translating marketing copy for clients, writing it for them from scratch, or helping them do it in house through training, I often use the “so what” test to facilitate the shift in mindset (writing from your customers’ viewpoint rather than your own) that is so necessary if we are to move from product specs to user benefits. Just keep asking “so what” until you can’t go any further…for instance “product X is made of a revolutionary bio-sourced new-age polymer made from genetically modified post-consumer hemp scraps” (so what?) >>> “It is lightweight, durable, recycled and recyclable” (so what?) >>> “You don’t have to replace it as often, it costs less to ship, and the company will take it back and recycle it for you” (so what?) >>> “You save money on shipping, on replacement costs, and get to communicate to YOUR customers on your environmental commitment to using only green products”…etc.

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