The Benefit Of The Benefit

In this episode Erik talks about a book that he is currently reading by Joe Sugarman. It’s about ad copy writing. Erik considers himself a pretty good writer when it comes to storytelling but ad copy writing is different.

We do a lot of writing here at Array Digital. We write articles and educational pieces on behalf of our clients and for ourselves. We have a talented team of great writers, but Erik is interested in learning about ad copy writing for himself. He wants to be great at it too.

With ad copy writing you are trying to get the buyer to take a specific action. Erik says there is an art and science behind this and that’s part of what he wants to learn.

One of the points that really sticks out from the book for Erik is the benefit of the benefit. He uses the example of advertising for one of our photography clients who mentions using museum quality photo paper. Erik asked the team what is the benefit of using museum quality paper. The benefit is that picture will not discolor over time. Beyond that, one could say that the benefit of the benefit of the benefit would be the perfect preservation of that exact moment in time. That’s really important. That’s what matters to buyers.

It isn’t much different with digital marketing. In the end you have to think about what really matters to the buyer. Is it the quality of the photo paper or capturing that fleeting moment in time forever? Finding the answer can determine whether someone buys from you or not.