Thread by @toyinomotoso

So, here is the lesson guys.

Anytime you are asked to write copy for a product, you have to ask yourself - "What am I selling here?"

Until you have the answer to that question, you shouldn't write an ad.

You have to find out - what is the benefit of this product or idea...

https://twitter.com/toyinomotoso/status/1255160887658401794

that I have to sell to the potential buyer?

For high priced products, there are always 2 types of benefits at play.

(1) The obvious benefit

(2) The perceived benefit

The obvious benefit for any wristwatch is that it tells time

Which is something any wristwatch can do.

This is what amateur copywriters focus on and come up with weak ass adverts

But the perceived benefit is what you should be selling here and this needs a lot of thinking?

E.g. Why do you think someone pays N100m to buy a car?

Is it just to move from point A to B?

That is the obvious benefit

You can even do that with a crooked Danfo bus

The man paying N100m for a car is doing that for a deeper and bigger benefit - like to "make a statement"

That is the perceived benefit

That is the same reason why anyone is going to pay a lot of money for a wristwatch

Now, the benefit of "make a statement" is what you use your advert to sell & can be expressed in various ways depending on your understanding of the market & word play

Hope you learnt something