Copywriting for Beginners: Essential Skills for Persuasive Marketing | Ruth Clowes | Skillshare
Drawer
Search

Playback Speed


  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x

Copywriting for Beginners: Essential Skills for Persuasive Marketing

teacher avatar Ruth Clowes, Professional Copywriter

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Introduction

      2:17

    • 2.

      Connecting With Your Reader

      5:18

    • 3.

      Getting Creative to Generate Ideas

      6:50

    • 4.

      Picking the Best Template

      5:23

    • 5.

      Writing Clearly and Concisely

      4:40

    • 6.

      Using Sensory Language

      4:20

    • 7.

      Linking Features to Benefits

      3:16

    • 8.

      Next Steps

      1:17

  • --
  • Beginner level
  • Intermediate level
  • Advanced level
  • All levels

Community Generated

The level is determined by a majority opinion of students who have reviewed this class. The teacher's recommendation is shown until at least 5 student responses are collected.

4,341

Students

119

Projects

About This Class

Learn the fundamental copywriting skills you need to write persuasive copy that sells.

The straightforward copywriting techniques you'll learn in this class will help you write better website copy, social media posts, profiles, advertisements, marketing emails and reports. In fact – ALL your marketing copy will benefit from the simple, practical tips I’ll share with you today.

What you’ll learn

  • How to create a meaningful connection with your reader
  • Tips for getting into a creative mindset to generate original ideas
  • Picking the best formula or template for any copywriting task
  • Tactics for writing clearly and concisely
  • How to infuse your copy with sensory language
  • Ways to link features to benefits to persuade and inform your reader

Why take this class?

As a full-time, professional copywriter, I’m paid to write promotional copy that increases sales, builds customer engagement, and achieves marketing goals. So I know what works.

The skills you’ll learn today will make your copywriting more effective, less time-consuming and will help you reach your engagement and conversion targets.

Who this class is for

This class was designed with in-house marketing professionals and sales teams in mind. It contains powerful professional copywriting strategies that will help you reach your conversion and sales targets more easily and with less effort.

Business owner, entrepreneur, blogger or social media influencer? Tap into the power of professional copywriting and learn how to boost your marketing with compelling, persuasive copy.

What you’ll need

Download the Creative Copy Worksheet to help you unleash your creativity and generate imaginative, original copywriting concepts for everything from advertising campaigns to social media posts.

Take a look at my Example Project for extra inspiration and check out the projects completed by other students.

Let me know if you have any questions or if you’d like any help implementing your new copywriting skills.

Don’t forget to share your copywriting project so that I can offer you professional feedback and so that your work can inspire others.

-

Copywriting classes recommended for you

Learn how to write advertisements that convert with Writing Advertisements: Copywriting Tips for Engaging Ad Campaigns (41m). From crafting body copy and harnessing emotional copywriting to adapting your copy for different platforms, this comprehensive copywriting class will boost your engagement and conversion rates. 

Need to nail your brand story in a hurry? Look no further than 15-Minute Brand Mission Statement: Copywriting Formula to Tell Your Story (15m). You’ll write an engaging and dynamic mission statement you can use as the basis for your online bios and intros – in just 15 minutes! 

Do you struggle to write persuasive, clickable headlines? Writing Headlines: Copywriting Strategy to Drive Traffic and Clicks (41m) is the class for you. Learn the secrets to creating tempting headlines, titles and subject lines. With three quick-reference guides for inspiration on the go. 

Meet Your Teacher

Teacher Profile Image

Ruth Clowes

Professional Copywriter

Top Teacher

I’m a full-time professional copywriter and copywriting trainer with over two decades experience in marketing and communications roles.

My job is to write promotional copy that increases sales, builds customer engagement and achieves marketing goals. So I know what works – online, on social media and in print.

I’ve been teaching on Skillshare since 2019. My mission is to demystify marketing copy and make powerful copywriting techniques accessible to everyone.

I'm a member of ProCopywriters and I trained with the Chartered Institute of Marketing and the Andy Maslen Copywriting Academy. Further training in SEO, Google AdWords and Google Analytics means I know how to write copy that sounds great and gets results.

See full profile

Level: Beginner

Class Ratings

Expectations Met?
    Exceeded!
  • 0%
  • Yes
  • 0%
  • Somewhat
  • 0%
  • Not really
  • 0%

Why Join Skillshare?

Take award-winning Skillshare Original Classes

Each class has short lessons, hands-on projects

Your membership supports Skillshare teachers

Learn From Anywhere

Take classes on the go with the Skillshare app. Stream or download to watch on the plane, the subway, or wherever you learn best.

Transcripts

1. Introduction: I know from experience how the right mindset and a few straightforward tactics can get incredible results. I've seen firsthand the difference a few simple tweaks can make when it comes to conversions and sales figures. Hello, my name is Ruth and I'm a professional copywriter. I write promotional copy for businesses so they can increase sales, build customer engagement, and achieve their marketing goals. In this class, I'm drawing on decades of professional copywriting experience to share with you the fundamental skills you need to write engaging, persuasive, marketing copy. [MUSIC] I'm a member of ProCopywriters and I've trained with the Chartered Institute of Marketing and Google. I use the tried and tested techniques I'll teach you every single day myself, both in my in-house role as a creative copywriter for an international organization and for my freelance clients. You're about to learn professional techniques and tools for writing marketing copy quickly and easily, and I'll show you exactly how to put your new skills into action with step-by-step tutorials featuring copy I've written for my employer, and my clients, and examples from well-known brands. This class is perfect for in-house marketing professionals. After taking it you'll be able to approach writing copy with more confidence and creativity, knowing you have the skills to do a great job, and your company will see the difference you've made reflected in its marketing metrics. For your class project, choose a product or service to write some marketing copy for. It could be something brand new or a refresh of existing copy. You don't need to aim for a long piece it can be as simple as a couple of headlines or a social media post. Each lesson put the tactics you've learned into action. You'll see for yourself the huge difference these simple techniques you've learned can make. At the end of the class, upload your copy as a project. Get in touch with me via the discussion section if you have any questions. What you're about to learn will take your copywriting to the next level. Let's get started. 2. Connecting With Your Reader: In this lesson, you'll learn how to engage your audience and form a meaningful connection with them. Connecting with your reader is your most important job when you're writing marketing copy. That's because people buy from those they know and trust. You need to enter into a conversation with your reader, understand them, and get them on your side. One tactic to help you come across as more human and friendly is to use the words you and we in your copy. Look at these examples. The sentences on the left are written in the third person. They talk about people and things as if they were remote from both the writer and the reader. Compare them with the sentences on the right. They speak directly from the writer to the reader using the words you and we. They're warmer and feel more direct and personal. Here's an example of this technique in action in an ad for tissues. Between the headline and the short body copy the word you is used three times. Another tactic to help your copy come across as more conversational and engaging is to ask questions. This is a technique I use a lot in my writing. Asking questions encourages people to think about how your message relates to them, just like it does in conversation. Here are some examples. There are two types of questions, closed questions can be answered with either yes or no, while open questions invite a longer response. They're both useful in copywriting. Many sentences can be easily reworked to turn them into closed questions just by tweaking a few words. That's what I've done in the first example. Is just a small change, but it's turned a dry statement into something that encourages the reader to engage a little more deeply. It also sets up a response of "yes". This is a subtle psychological cue that puts the reader in a positive frame of mind and therefore more likely to buy. The second example is a little more complex. This company makes high-end dog accessories, so it needs to persuade potential customers that it's worth spending more money on a premium product. They could just tell them that it's worth it, but then they would say that, wouldn't they? How about turning it around so that we're asking someone what their dog's well-being is worth. Naturally, any dog owner is going to respond that their pets comfort is worth investing in. This is what makes questions in marketing copy so powerful. Instead of telling your reader what they should feel or do you're guiding them into making the decisions themselves. Here's an ad for olives that uses the question technique. Martini drinkers are used to being asked if they'd like an olive in their drink. This ad turns that question around to highlight the main selling point of the product, its size. As well as asking questions so you can also answer them in your copy. This tactic requires you to get into your reader's head and guess what questions they might ask about your product or service. This works particularly well if you zoom in on potential objections or hurdles that might stand in the way of a sale. Let me show you some examples. The phrase "what if?" is a useful one for this exercise. Put yourself in your customers shoes and keep asking, what if? What if it doesn't fit? What if it gets lost in the post? What if I don't like it? What if I find one cheaper elsewhere? Answer all these questions in your copy and you'll be offering reassurance to your potential customer and increasing your chance of making a sale. "How do I know?" is another useful phrase that serves a similar purpose. These questions really force you to think about your company's values and safeguards allowing you to create watertight sales copy that makes a positive arguments. Credit card company, Zilch, used this technique in a recent Facebook ad campaign. First, they reference their ethical credentials. They then go on to bullet point responses to a number of possible objections from potential customers, including, what if I can't afford it, and how do I know I can trust you? I've used a few real life examples from social media in this lesson. If you write a lot of copy for social, make sure you check out my Social Media Copywriting Masterclass when you finish this class. It has separate lessons devoted to Twitter, LinkedIn, Facebook and Instagram, as well as tips for writing bios and handling awkward replies. It's packed full of tactics for making social media copywriting more effective and less time-consuming, and it's designed to help you reach your engagement and conversion targets. In this lesson, you've learned how to connect with your reader by using conversational language, asking them questions and answering their concerns. Put the skills you've learned in this lesson into action on your own copy. Introduce the words you and we, ask questions and think about what might be holding a potential customer back from buying and how you can soothe those worries. In the next lesson, I'll share three ways to get into a creative mindset so you can generate inventive ideas for your marketing copy. 3. Getting Creative to Generate Ideas: In this lesson, you'll learn three techniques to help you tap into your creativity and generate ideas for your copywriting. Creativity is a vital copywriting skill because inventive and novel ideas get the reader's attention. But getting yourself into a creative, experimental mindset can be tricky, especially if you're up against a tight deadline or you have a heavy workload. It's worth practicing though, not just because it will help you write better marketing copy, but because creative copywriting is highly sought after and it will improve your employability and career prospects. Let me share with you three actionable tactics I use to unleash my creative side. Tactic number 1 is to change something up, either your scenery, the time of day, or your writing materials. A big part of creativity involves making unexpected connections between things or seeing things from a different perspective. You can trick your mind into doing this by creating a different setting from how you usually write. For example, I do most of my writing in my home office space. But if I want to get into a creative mindset, I'll often sit in a different room in the house or take a walk down the garden, and I've lost count of how many good ideas I've had while waiting for the kettle to boil. Sometimes all that's needed to get the creative juices flowing is a change of scenery. Similarly, how many times have you tried to find creative inspiration at work only to have a great idea come to you on a commute home or first thing next morning? It can be incredibly valuable to set aside creative thinking time outside working hours when your mind is more relaxed. Another thing you can change to kick-start the creative process is your writing materials. I bet that like me you do most of your writing on a keyboard. But there's something very freeing about letting your imagination run riot with an old-fashioned pen and paper, which leads me neatly onto the next creative tactic; playing word games. Some of the most successful copywriting concepts depend on language techniques such as rhyme, alliteration, and adapting idioms. But how to get started? Well, I'm going to walk you through it using this worksheet that you can download and print from the class resources tab. Start by choosing one keyword for your product or service, make it the most obvious one. So, for my dog accessories, I'm going to use the word dog. You can always create extra sheets later. Let's start by listing words that rhyme with our word or almost rhyme with it. Keep your product or service in your mind as you're doing this and start to draw out any ideas that surface. For example, the word tog might be useful to me because it's another word for dress, and I'm selling dog clothing, so perhaps tog your dog might be something I can incorporate into my copy. There's no need to be tidy when you're doing this. Messiness is part of the creative process. If you wanted more room, you could re-create the worksheets on a bigger piece of paper and don't feel like you have to fill in all the sections in any particular order either. Remember, this is a creative exercise. With that in mind, let's list synonyms for our keyword next. Synonyms are words that mean the same thing or very similar. You can use your computer to search for synonyms, but start with your own brain first. As you're listing these synonyms, make a note of any longer phrases that pop into your head. For example, the word pooch makes me think of the phrase Pampered Pooch which is a good fit for my product. Alliteration is using words that start with a similar sound. It's a technique that makes writing memorable and gives it rhythm. Use what you've written so far to search for opportunities to use alliteration. Again, think about your product and its selling points. I've already unearthed one nice bit of alliteration with the phrase Pampered Pooch. Make your mutt feel like a millionaire is also alliterative and works well for my products because it echoes its high-end nature. Finally, jot down any phrases or expressions that include your keyword or perhaps the synonyms you've identified that closely relate to the subject. You can use these directly in your copy or as a springboard for other ideas. For example, I've got an idea right now for how I could take the negative phrases it's a dog's life and in the dog house, and use them in an ironic way alongside images of the company's high-end dog accessories. This is almost by definition, a messy process, but I hope you've seen enough to encourage you to try it for yourself. It really is a foolproof way to kick-start creativity and generate lots of ideas quickly. My final tactic for coming up with original ideas is to get very specific about your product or services benefits. For example, imagine we're coming up with an ad concept to sell insurance services online. We've identified that the key benefit is that people can get insured very quickly. We could say get insured very quickly or something like getting insured is quicker than you think. That's okay. Even better, we could be more specific and say get insured in under two minutes. That's more specific and will probably encourage more people to click through. Or how about we think about things a little more creatively and draw a parallel between the time it takes to get our insurance and the time it takes to do another quick and straightforward everyday activity like making a coffee. This copy is effective because not only does it make concrete, just how quick it is to get the insurance, it creates a parallel with a simple positive activity, enjoying coffee with a friend, which implies that taking out the insurance will be simple and positive too. One final little bit of advice on creativity. Keep your eyes and ears open for great copy you see when you're out and about reading magazines or browsing your social feeds and build them into a swipe file you can use for inspiration later. They don't have to relate to your industry, just copy you find inspiring to kick off the creative process. In this lesson, you learned three techniques to prompt creative thinking. Put the skills you've learned in this lesson into action on your own copy, try a change of scenery to jot yourself into that creative mindsets. Get playful with word games and really zoom in on the specifics of your products to generate more unusual ideas. In the next lesson, I'll share my three favorite copywriting templates and I'll show you how to use them to make writing marketing copy quicker and more focused. 4. Picking the Best Template: In this lesson, you'll learn three templates for writing different kinds of marketing copy. Copywriting templates are important tools because they help you stay focused and they can speed up the writing process. That's why if I need to write effective copy quickly, I use a template as a starting point. But there are a lot of copywriting templates out there. So it can get confusing. To get you started, I'm going to share my three favorite templates, each of which is well-suited to a common copywriting scenario. The formula I recommend most often to my clients and students is AIDA. That's because it's really simple to follow and it's very versatile. You can adapt it to work for product descriptions, landing pages, social media posts, advertisements, pretty much any marketing copy you can think of. AIDA stands for attention, interest, desire, action. Four stages that lead you through grabbing your reader's attention, then getting them interested to making them want what you're offering, and finally, persuading them to take action. These four stages are often illustrated using a funnel like this. That's because you inevitably lose readers at different stages. You might grab the attention of 100 people, but they drop off at each stage and perhaps only five of them end up taking the action at the end. Here's an example of this template in action in a print ad. The headline is designed to grab the attention of the target audience, vegans who love chocolate. Calling out your target customer directly like this is an unsubtle but effective tactic. Next up, the body copy creates interest by listing features of the product, less sugar, less fat, and less calories than other chocolate spreads. The next stage, desire builds on the interest stage, but creates a more emotional connection rather than being based on facts. In this case, sensory words are introduced to describe the products. It's deliciously creamy, smooth, and fresh. Finally, action. The call to action in this ad is find us in the chilled section. Stick to one short simple call to action like this in your marketing copy to avoid confusion and maximize conversions. Next up: PAS is a super-simple and reliable sales formula. Its brevity makes it especially useful for short form copy such as social media posts. PAS stands for problem, agitation, solution. It relies on identifying a challenge that your prospect has, stirring it up so they're really motivated to solve that problem, then offering them the solution, which of course is to buy your product or service. Here is PAS at work. The problem being addressed is over plucked and asymmetric eyebrows. But look at the amount of agitation going on after that initial query. The first half of the post is devoted to stirring up the prospect so they're really upset about their eyebrows and motivated to do something about it. Notice the emotive language being used here too, haunt, tired, struggling. It encourages an emotional reaction. Then the service being promoted is introduced as the solution to all these problems. That's PAS in a nutshell, simple but very effective. The third and final template I'd like to introduce you to is the four Ps. The four Ps are picture, promise, prove, and push. Here are the four Ps in action. First, we create a vivid scene that our prospects can easily put themselves in, whether about an existing pain or an aspirational future. In this ad, it's a future of quickly and easily preparing a vast range of delicious meals that's the bait. Then the promise, we introduce our product or service, the solution that will end that painful scene or bring that aspirational scene to life for them. In this case, it's a fancy new blender. The proof stage is where we support our promise. How does our prospect know they can trust us and that our product or service will do what we say? Ways you can do this include by using facts and stats, customer testimonials, talking about how long our company has been operating or how many units we've sold. Finally, push. This is where we tip the reader over the edge to buy. In this ad, there's the promise of a reader offer to reduced price, along with information about how to buy the product. In this lesson, you've learned three of the most popular and useful copywriting templates and how to use them to write more focused copy more quickly. Put the skills you've learned in this lesson into action. Practice using AIDA, PAS, and the four Ps to promote your chosen product or service. Is there one template you prefer above the others? Which of your everyday copywriting tasks might benefit from using one of these templates? Bear in mind that you don't need to stick rigidly to any templates. Instead, use them as a starting point and adapt them so they suit your needs. In the next lesson, you'll learn how a few small tweaks to your copy can make it easier and quicker to read and more likely to convert. 5. Writing Clearly and Concisely: In this lesson, you'll learn how to get your message across quickly and clearly. This subject is central to effective copywriting because your reader needs to understand your message before they can act on it, and you need them to grasp that message quickly before they lose interest. Clarity and brevity are especially crucial online because there's a lot of competition for attention and your reader is likely to be less engaged and more easily distracted. Tactic one is to simplify your message. Using complicated words instead of simple alternatives, is something unskilled writers do because they think it makes their writing sound more professional. In fact, it does the opposite, worse than that, making your message more long-winded than it needs to be, makes it less likely to be read and acted upon. Here are some examples of overly complex words and phrases that have simple quick to read alternatives. Take your lead from legendary writers like Ernest Hemingway, Mark Twain, and Stephen King. Don't use more words than necessary and don't use complex words when a simpler alternative exists. Do your reader a favor and get to the point. Here's another tactic that will help you keep your copywriting clear and concise. Use the active voice wherever possible. Look at the difference between these sentences. Those in the first column are written in the passive voice. The subject of the sentence comes after the verb. The sentences in the second column carry the same message, but they're written in the active voice. They follow a clear subject verb object format. You can see straight away that in each case the active version is more natural and straightforward. On the other hand, the passive examples are more bureaucratic and long-winded. Writing more complex sentences using the passive voice can also become really confusing for the reader. Writing in the passive voice isn't always bad. Sometimes the subject of a sentence is unknown or unimportant, so the passive voice is more appropriate and with a longer piece of copy, the occasional sentence in the passive voice can help break things up and keep your reader engaged. But it's a handy general rule to stick to the active voice whenever you can, so aim to make around 80-90 percent of your sentences active. My final piece of advice when it comes to making your marketing copy clear and concise is to cut out some adverbs. Adverbs are those little modifiers that tell you how something was done. They often end with the letters LY. I've underlined the adverbs in the first column. Adverbs are a lazy way to get your message across. They're another cause of bloated over long writing. Often you can delete the adverb in a sentence without losing any meaning and the result is a shorter punchier message. That's the case with this first example. The word really is adding nothing of value. By deleting it, we're making our point more quickly rather than wasting our reader's time. The second example shows how strengthening the verb can make the accompanying adverb unnecessary. Strive means the same as continuously try, but it gets the message across in a quicker and more punchy way. There's something a little different going on with the third example. Remember what we learned in the earlier lesson about the power of zooming in on specific details. The phrase, extremely high-quality materials is weak and vague. It doesn't tell the reader anything useful. By explaining specifically what the fabric of the coat lining is, we're making the same point while at the same time giving more information and bigging up our ethical credentials. If you count the syllables in each sentence, you'll see that they're exactly the same length, so we've added a lot of detail without sacrificing brevity. Here's an ad that follows these principles. Simple language, the active voice, and no unnecessary adverbs. Notice how this ad integrates many of the other rules we've learned so far, such as using the word you. In this lesson, you learned a few small tweaks that can make your copy easier and quicker to read and more likely to convert. Take a look at your own copy and see how you can put the techniques you've learned into action. Can you use simpler language? Switch to the active voice or cut out unnecessary adverbs? In the next lesson, you'll learn how to tap into your reader's emotions via their senses. 6. Using Sensory Language: In this lesson, we'll explore the subject of sensory language. Using sensory language is a copywriting secret weapon because our senses are a shortcut to our emotions. Why is that important? Well, people buy with their hearts not their heads. So encouraging an emotional response to copy, is a powerful sales technique. There's an added bonus. It's also a handy shortcut to more creative and dynamic writing. There are three tactics you can use when you're looking to incorporate sensory language into your copy. The first tactic is super-simple. Describe what your product looks, sounds, smells, tastes or feels like. Although that might sound obvious, just thinking these things through can lead you to uncover an overlooked detail of your product you can turn into a selling point. In this example, we're hardly going to forget to tell readers what our new scented candle smells like, but it might be easier to overlook the other senses. How about considering the sense of touch, for example. Maybe the artisan beeswax used to make the candle gives it a luxurious soft texture. The second technique for incorporating sensory language into your copy is more indirect. It also involves using words relating to the senses, but those words don't have to describe what you're selling. Some common examples are using phrases like, look at this or have you heard. You might also incorporate idioms or figures of speech into your copy writing, as I have here with wake up and smell the coffee. Remember what we said about how sensory language taps into people's emotions? That's exactly why we use it so much in everyday speech, and why so many common idioms and expressions have a sensory element. If you're marketing copy is feeling a little dry, try swapping a few phrases for more sensory equivalents. The great thing about this technique is that you can use it to sell any product or service. If you're selling advertising space or mobile phone top-ups, you might struggle to describe what they smell or taste like. But there's nothing stopping you adding a few sensory pointers into your marketing copy to spice it up. A third tactic for getting a little touchy-feeling with your copy, is to use sensory language to communicate a concept to your reader by painting an aspirational picture. To practice this technique, think about how your product or service makes your customers feel and build an aspirational environment starting with the word, imagine. Holiday companies use this tactic all the time. Imagine walking along a pristine beach, blue sky above your head, soft sand under your feet and the golden sun warming your skin as gentle waves caress the shore. This coffee shop example, might be a little more prosaic, but it gets its message across loud and clear. Our coffee scented candle will help you recreate the relaxed environment of your favorite coffee shop in your own home. Here's another example of this technique in action. This time in a Facebook ad. Trello sells online workflow solutions. Pretty dry and abstract, but the phrase, "It's easy for things to get caught up in the weeds," communicates the problem they're aiming to solve in an immediate and sensory way. It then goes on to introduce the solution, as bringing a clear visual perspective, another sensory description. In this lesson, you learned how to tap into your reader's emotions via their senses, and make your writing more creative and dynamic at the same time. If this is an area of copywriting, you're particularly interested in. Take a look at my class Write with Personality. It's full of tactics for making your writing more dynamic and vibrant, including storytelling techniques, emotional copywriting, and using storytelling to build rapport with your reader. Put the skills you've learned in this lesson into action on your own copy. Think about where you can introduce sensory language in relation to your product or service, either directly or more indirectly. In the next lesson, you'll figure out your product or service's features and its benefits, and how to focus on those benefits for more persuasive copy. 7. Linking Features to Benefits: In this lesson you will learn the difference between features and benefits, and how to focus on benefits for more persuasive direct copy. A feature is a fact about a product or service while a benefit explains what's in it for your customer. Benefits sell your product or service because they connect with your reader's desires and emotions. That's not to say that features aren't important. Customers often use them to justify their purchase, but it's benefits that actually make the sale. When it comes to marketing copy, the heart rules the head every time. Understanding or focusing on your product or service's benefits means telling people what your product will do for them, not just dry facts about it. These benefits may seem obvious to you, but you need to make them crystal clear to your reader to tip them over the edge to buy. There's a bonus to this technique. Teasing out all the hidden benefits of what you're selling can help to stretch your creative muscles and generate new ideas for your marketing campaigns. Here's an easy three-step plan you can use to identify the benefits of your product or service and use them in your marketing copy. Features are generally easy to identify and describe. That's why step 1 is to list your product's features. Step 2 is to convert those features into benefits. Take each feature in turn and put yourself into the shoes of your reader. Ask the question, so what? Your candle has a 60-hour burn time, so what? I might reply that 60 hours is a longer burn time than other candle which means you get to enjoy it for longer, and which means it's good value for money and so on. Keep asking the question, so what like an annoying child until you've drawn out all the benefits of your product. Step 3 is to sell your product using a combination of features and benefits. Here are a few different ways I might incorporate the burn time feature of my candle and the associated benefits into some marketing copy. Notice how I've incorporated tactics we've covered in earlier lessons into the copy, such as: using the active voice, employing sensory language, and zooming in on specifics. Here's an ad for olive oil cooking spray that takes a similar approach. The main features of the product are that it's olive oil and that it comes in a spray bottle. That sounds pretty unimpressive when you put it like that, but in this ad the copywriter has focused on the benefits. You can control the amount of oil you use, it's versatile, it adds flavor, it's delicious, and handy. It makes a much more persuasive argument. In this lesson you learned how to identify your product or services features and its benefits, and how to focus on those benefits to maximize conversions. Take a look at your own copy. Are you focusing on your product's benefits to the customer or are you leaving them to work it out for themselves? Try being more explicit about how your potential customer could benefit from using your products. Don't just list the features of it, and hope your reader figures it out for themselves. In the next lesson we'll recap what we've learned and talk a bit more about the class project. 8. Next Steps: [MUSIC] Thank you for joining my class on copywriting basics for marketing professionals and congratulations on finishing the class. You've learned how to connect with your reader and tactics for getting creative to generate ideas. You now know how to choose the best copywriting template for your needs, as well as techniques for keeping your writing clear and concise. You've explored how to harness the power of sensory copywriting and ways to sell the benefits of your product or service. Now it's time to put the skills you've learned into action. For your class project, choose a piece of marketing copy that you've written and that you'd like to improve. Something between 50 and 200 words is ideal. Put the tactics from each lesson into action on your own copy. Use the worksheet to help you get creative then upload your improved copies of projects. Get in touch with me via the discussion section if you have any questions. I'd love to hear your feedback about this class, and I'd love to hear about the positive feedback you get about your improved marketing copy. Remember to keep practicing using your new skills. You'll be surprised how quickly they become second nature. Thank you again for joining this class. Enjoy the rest of your day. [MUSIC]