So that…
Even I (gasp) can forget to follow through with the benefit.
Remember that rule?
A feature is something a product comes with, like “a moisture-wicking fabric blend.”
A benefit is a good, desirable thing the customer gets as a result, like “softness to give you the sleep of your dreams.”
(That example is from the This is J website where I hang out due to my current obsession with fancy pyjamas.)
In persuasive copy, we’re always writing for One Reader – that one person who needs the product, program or service we’re writing about. We’re talking to them, we’re offering them a solution, and we have to make sure we’re bouncing between What I Want Them to Know, and What They Want to Know.
So:
When we write sales copy we’re obsessed with WIIFT (what’s in it for them)
When we write an About page, we highlight what’s similar between us
When we write media releases, we cover who, what, why, where, when, and so what?
I’m writing this very post thinking, What do you care about? What do you already know? What will help most in this moment?
And the two words that force me to bounce back to my reader? “So that…”
Every time I highlight what’s being given away (a feature), I press on to name a clear benefit.
“You get a distinct voice profile… so that each time you write, you can anchor into your natural power & personality.”
“You get clear on your purpose… so that more people choose you because of your commitment to positive impact.”
“You get an off-ice systemized approach… so that you can take your team to the next level.”
You don’t have to actually use the words “so that…”
There are lots of ways to re-structure the sentence so that (well now I can’t stop) both the ‘this is what you get’ and ‘this is why you’ll like it’ ideas are clear. Here’s how the above turn up IRL:
“A branded VOICE PROFILE (anchor in each time you start, to write with power & personality)”
“An off-ice systemized approach to building better hockey teams. Take your team to the next level.”
My point is:
When you’re on your first draft describing a product, program or service… every time you mention what your client gets, extend the thought through to what they are now able to do differently, because they have that thing.
Even if it doesn’t become part of the sentence, it’s a great exercise to keep you focused on your reader.
You want them to know you sell nice-looking, well-made pyjamas.
They want to know they won’t wake up sweating, and they can sneak into a zoom call without anyone thinking, Hey. Is that girl turning up to work in pyjamas? WTAF?