Copy Writers Write Like They Don't Want to Sell

This is a broken-record topic, but I'd like to air it out --


Why do copywriters write like they don't want to sell?


Dear copywriters, the purpose of your post is for your client to sell their products.  So please help them sell.


I've been looking through copy of respectable websites and most of them :

• Write the feature first, then
• what happens because of that feature

Unfortunately, the feature is always in some language from another planet, so as a buyer, you definitely have no idea WTH the copy is talking about.  Ex. "This patented bla-bla chorva guarantees the most efficient bla-bla in the whole wide universe."  Eh wot?


I'm not the best copywriter in the whole world, but I try to at least keep in mind to sell to the reader.


That said,  I write in reverse.

• I state the nice thing that happens, 
• Then I say this is because of this patented bla-bla name from another planet.

I state the nice thing that happens/ benefit first because a benefit does not involve language from another universe.  The reader is most likely to understand what you are saying.  "Easy installation", "less time to clean up", etc. etc. is easier at the start of the sentence, than "This patented hoity-toity name for a spare part can do this or that."  And if you state the benefit in a hyfalutin way, there goes the sale.


So, keep it simple. Keep it clean.  Benefit first, then glorify the unique patented design spare part.


Okeh.   




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