Selling the Concept, Not the Product
Imagine you want to sell a product.
And you know that there are many products similar to
your product in the market.
How will you sell it?
You can’t say that it has this technology or that features…
Remember your job as a copywriter is to connect
your prospect emotionally.
And yes you have to write in such a way:
That you will showcase your product as a Maisha
to their problem( solution to your customer’s problem.)
How will do that?
First step would be…
You will research more about your product(that you’re selling).
Why there was a need to build this product?
What problem it is solving?
Why it is better than others in the market?
(it may the pricing, or some features or the technology)
A successful weight-loss program is best not because of the XYZ techniques.
It’s because they emphasize- that have a unique way to lose weight.
Which is better, easier, and doable.
So basically you are selling the CONCEPT.
Or the big idea or the USP or the Hook or the angle.
There are many names to it(don’t get confused).
You sell the sizzle and not the steak — the concept and not the product.
According to David Ogilvy, you can find the USP
of your product within the product itself.
“What’s Under The Bonnet Of A Rolls-Royce?” Ad by David Ogilvy
This ad took a unique concept. And build their whole ad copy on that.
“No Chauffeur Required” Rolls-Royce Ad by David Ogilvy
Did you notice that the headline talks about UNIQUE CONCEPT?
You will never win fame and fortune unless you invent big ideas.
It takes a big idea to attract the attention of consumers and get them to buy your product.
Unless your advertising contains a big idea, it will pass like a ship in the night.”- David Ogilvy
Now understand your BIG idea could be anything.
Does your product have a Unique name?
Then you relate it to a story. And you can connect it with your product.
Is it Buzzworthy enough?
The USP that you are selling- is it buzzworthy enough? Does it create a sensation? Does it make your reader read the whole copy?
Imagine you are an affiliate marketer.
And you have to sell a product.
Now every affiliate out there have the same
Images, Ads, copy, and same creatives.
What makes a SUper affiliate different is…
They will create a video on the product.
They will design their own images for ads.
And they will write their own copy.
And they will showcase the case study with RESULTS.
which will help the buyers a lot.
And in bonus, they will also provide free training.
Now you can see how super affiliates are more successful
then those who just paste the links in social media.
Price Can Also Affect Concept!
Sometimes pricing can play a huge role.
It can be considered as a USP.
You can say that you can afford this product at the price of pizza or dining (it’s just an example).
70% of your sales copy will talk about that USP
and remaining will be about the features and benefits.
Remember finding the right USP or the hook is the key
for a succesful Adcopy.
Never sell a product or service. Always sell a concept
And as a copywriter, your job is to find the hook.
It’s so true. Every product has that unique selling proposition
that makes it stand out from the rest.
And it is indeed up to
you, the copywriter, to realize this fact and discover each product’s
If you do, the simple positioning of a product
and the development of a concept can be so powerful that it can
make the difference between a huge success and a loser.
There might be an exception that your product is so unique that it itself is a big idea( now that’s another story).
So remember the key to a successful copy is its CONCEPT.
Hope you have enjoyed reading it.
As you know I do write about what I’m reading.
And what I’m reading now is “The Adweek Copywriting Handbook”
If you’re more interested in finding out how to craft your BIG IDEA- (check this Free video here).
#200DayContent #Day21 #vinishchandran #copywriting #copywritingtips #copywritingpractise #copywritingsecrets