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Communication vs Information: what's the difference? So many pieces of promotional material - brochures, websites, adverts and sales letters - die on their feet simply because their creators don't understand this crucial difference. A brochure, for example, can be beautifully designed, superbly photographed and gloriously printed on the finest paper and packed with copy describing your products or services...but if it doesn't communicate with its target reader by addressing their needs and problems, then it's a waste of time, money and effort. Similarly, if your website isn't easy to use, quick to download and helpful to visitors, then it may be doing you more harm than good. It's all about recognising the difference between benefits and descriptions. Talk about how and why your customer's life (or business) will be improved by your products or services and you give them a real reason to buy. On the other hand, simply describing your product and how it works makes your potential customer do all the hard work. It's just giving them information. I'm a Direct Marketing Copywriter. That's a bit of information, big deal! But you could use me and see your sales jump by over 50%. That's a benefit. Turn basic facts into benefits, start writing about your customer not about yourself, give him reasons to buy, and suddenly you're communicating instead! |
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