It’s easy to sell to someone who has made up her mind about what she needs and the price she’s willing to pay. But not every shopper falls into that category.
Many are considering a purchase, but, for a variety of reasons, aren’t steadfast in their desire. These are the people who need persuading or justification. And this is where the inclusion of benefits in your copy comes into play.
The definition of benefit is something that is advantageous or good; an advantage.
Sure, you like a particular item and it would be nice to have, but do you really need it?
Maybe it’s a little pricey or maybe you don’t need more (for instance, another pair of shoes), or maybe you don’t need it right now.
In any of the scenarios described above, the mention of a benefit could be what sways the undecided or hesitant consumer to open her wallet.
I’ll use shoes as an example.
You’ve come upon a pair of navy blue shoes. You love the heel height and the look of the shoes. In that instant, you’ve decided that you might possibly buy them.
Here’s where sharp catalog copy is a must.
You’ve a potential buyer on the precipice, waffling about what to do. Your copy should cajole with a benefit and explain to your prospect why she needs to buy this.
Wearing jeans or a skirt today? This shoe adapts!
That copy might convince the reluctant buyer who feels she has too many shoes to take the plunge. “They won’t just sit in my closet!” Or, maybe she’d be able to justify buying them for this reason, even if they’re a bit more expensive than she’d like.
Aha! An advantage to making the purchase!
Shoes (that I don’t really need) that can be worn with a variety of outfits, so they won’t collect dust in my closet.
Explain to shoppers in your catalog copy why making a purchase will make their life better or easier and you’ll see your sales drastically improve.
Suzanne Quigley - Copywriter