The benefit to the consumer is the number one thing a copywriter has to keep in mind while writing. For some things, like artwork, it can feel a little bit less concrete.
CCA student Shelby is looking to write copy for art and creative writing clients but is having trouble identifying what the deep benefit is. In today’s Laser Coaching session, Nicki and Kate discuss how each individual project requires a different approach to highlight its unique benefit.
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A Sneak Peek at the Episode
[2:57] CCA student Shelby is having trouble identifying the deep benefit for less functional things like art, especially because it is so subjective.
[3:59] It is true that with some things like art, the deep benefits can be a little bit less concrete. Often you have to focus on softer benefits, but these matter just as much.
[5:56] Different types of art projects require different approaches to highlight their unique benefits. Talk to your client to find out how you can best connect with that specific target audience and their wants and needs.
[7:46] Art is about an interaction between people and the artwork, not just how it looks in a room. Figuring out the deep benefit has to be done on a case by case basis, rather than looking at the benefit of art as a whole.
[10:37] A good exercise would be to practice writing copy for different artists and galleries, to help distinguish between benefits across a range of target audiences.
[12:13] Sharing work within a supportive community will enhance your growth as a copywriter and help to improve your skills.
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But here are a few of the highlights:
“Remember too that you’re not going to be writing for art as a whole, art won’t be your client. You’ll be writing for an individual author to write their back cover copy of their book or their inside flap copy of their book, in which case you’ll be able to dive into what makes that particular story exciting or appealing or enticing or insightful.” – Nicki
“I’ll buy an original piece for how it makes me feel. It makes me feel inspired, it broadens my view of the world, it intrigues me, it encourages my creativity. Art is about an interaction between people and the artwork, not just how it looks in a room.” – Nicki
“What someone might be getting out of it is different based on the medium, the actual art piece, the audience, etc. So I take it on a case by case basis versus trying to figure out a benefit of art as a whole.” – Kate
“It’s true that with some things, it’s a little bit less concrete. This artwork did not make me lose 10 pounds but there’s still a benefit. The softer benefits are still important and when it comes to art, often it will be those softer benefits. But especially for people who appreciate art, those softer benefits can matter just as much.” – Nicki
Related Links
- Copywriting Q&A: The Magic Bullet for Effective Copy
- Features vs. Benefits Quiz: Test Your Copywriting Knowledge
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Last Updated on October 25, 2023
