How to write in the language of benefits?

[sumaiyakhatun25]

There are many texts on the web that emphasize the role of the language of benefits in copywriting and webwriting. They usually contain a few simple tips and examples. However, in all of these types of articles, I missed a method. A ready-to-use recipe. So I will describe how I do it myself.

While most of us realize that the language of benefits is important and should be used, we probably don't fully understand what it is. When we try to write in this way, we focus on apparent benefits or valuable elements, but from our, not the client's, point of view.

How to avoid this mistake? Adapt a certain research technique for copywriting purposes.

In the article you will read about:

Laddering
How to use laddering to write in the language of benefits?
Laddering
Laddering is used, among other things, in marketing research. It helps determine the customer's brazil rcs data motivations. In fact, it involves digging into the topic and asking a series of questions that go from product functions to emotional benefits . It looks something like this:



Researcher: Why did you buy X?

Respondent: Bo Y.

Researcher: Why Y?

Respondent: Bo Z

Researcher: Why Z?

Respondent: Because… [at this point we get to the point]



Let's use an example. Let's assume that a subject bought a watch and we're trying to figure out what motivated him to choose a particular watch.