Remaining FAB

Features tell, benefits sell. Advantages seals?

You could have come across this mantra. Sales professionals and their marketing counter-parts are taught and trained to remember it – especially the first statement: features tell, benefits sell.

You are both a sales and marketing professional. Difference is you go in by print. If you’re working with ad agencies and design firms, chances are your work may guide the sales personnel as well!

Features statement are factual descriptions about the product or service that you are selling. My quick brochure copywriting has two features: it is done remotely and delivered in three days.

Advantages statement explains what the feature does for the reader/customer. My clients do not have to host me, for example. They do not need to allocate precious real estate. They don’t have to add me on a payroll. In fact, being remote also means I get to be unique: bringing something local copywriters may miss. Knowing that I will deliver in three days mean they can adequately budget when they get the copy. I am also implying that I am accepting rushed projects, which means they don’t have to wait for a long time. Delivering in three days includes public holidays. As a copywriter-on-the-go, I work anytime I am awake. My mission is to deliver – whether it falls on the weekend or on a public holiday. My client will get the copy she wants as promised.

Benefits statement speaks to the values your customers want or need. My Quick Brochure Copywriting means my clients can send me work on Friday and receive it on Monday the latest. There is a sense of clarity and predictability.  They know exactly when, so they do not have to worry. If my client is a lean startup or a boutique agency, they can expand their capabilities without incurring extra costs. It keeps them free to focus on their own business.

So what about you? Can you apply the FAB to your business? Can you use it in the project you are currently working on? Are you able to spot something meaningful that your brief or client overlooked?

B2B Copywriting Stage 4 – Write

You will not find a separate language, in any tongue, called B2Bish. Yet, we have been indoctrinated to think the opposite. At the back of our mind we have a little voice that screams out “incompetence without jargons!”

Readers appreciate simple and plain English – or tongue.

Why write “prior to” when you can use “before”? If you mean “a big hike in sales”, why use “substantial revenue stream enhancement”?

There is a difference between technical vocabulary and the cliché that fly in, out and around most organisations. You need to know the difference between an app and a software when dealing with developers. User back end certainly has nothing to do with user rear end!!!

So, keep language simple: write simple.

B2B Copywriting Stage 3 – Writing to Sell

Your reader is making a business purchase. It is our job as copywriters to uncover and promote the benefits to the business of taking the desired action. You are not trying to merely educate them. You want them to know enough to be assured this product before them works.

Use phrases like:

  • Save money
  • Save time
  • Gain peace of mind
  • Make bigger profits
  • Reduce staff turnover
  • Improve productivity

Remember that you will have to also write to a group. Different things will stand out. But you have to address their needs, motivations and reservations without turning your reader schizophrenic.