A big part of copywriting is finding the features and benefits that will resonate with your target audience.
What do they really care about? Actually, it’s more than that. What do they care about so much that worrying about it keeps them awake at night?
When your product or service isn’t unique, it can be tough to stand out. I saw this tv advert for Pine O Cleen wipes and I took note of the angle they took for the campaign. It’s not massively original, but it’s different from their competitors.
That can sometimes be enough to get some new customers to give you a go.
Put time back in your day
This is a classic example of creating a point of difference out of some rather common features.
The wipes disinfect the surfaces killing most of the ‘germs’ – just like the competitor products do. They wipe away dirt and grease – just like the competitor products do – and they won’t disintegrate in your hands – just like the competitor wipes.
The beauty of this campaign is that they don’t specifically mention these features. They simply show them in action and subtly display symbols that you recognise to mean a certain attribute.
What they do is focus on the main benefit – saving time – and they back this up with imagery of a family having lots of fun and being extremely happy together. Unnaturally happy if you ask me, but the message here is clear: this product gives you quality time with your family with the peace of mind that you’re looking after them.
If your product or service isn’t all that different in the market (and let’s face it, most of us are in that category) look for ways to differentiate your marketing.
It could be that you focus on a feature that everyone has but no one talks about. If you need help getting your head around this one, read this fantastic blog post about focusing on the mundane to find something unique.
Or you can rise above it all and aim your marketing at one big worry your target market have, like Pine O Cleen did.
Do you struggle trying to differentiate your product or service? If you do, leave the details below and I’ll try and help you find a unique angle.
The Copy Detective