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BENEFITS over FEATURES
The exact formula you need to start writing better copy...
•••THREAD•••
The exact formula you need to start writing better copy...
•••THREAD•••
You head to the car dealership to pick out a brand new sports car.
You’re looking for something fast.
The salesman recommends a 2020 BMW with 297 horsepower.
Do you have any idea what that means?
Is 297 horsepower good?
Is it a lot faster than other cars?
You’re looking for something fast.
The salesman recommends a 2020 BMW with 297 horsepower.
Do you have any idea what that means?
Is 297 horsepower good?
Is it a lot faster than other cars?
Here, the salesman is selling you the features of the car.
It’s something that you don’t really resonate with and won’t make or break a sale for you.
Salesman #2 comes up and says:
“That BMW is faster than 97% of cars on the road”
Now, he’s selling you the benefits.
It’s something that you don’t really resonate with and won’t make or break a sale for you.
Salesman #2 comes up and says:
“That BMW is faster than 97% of cars on the road”
Now, he’s selling you the benefits.
You no longer have to wonder how fast that car is. It’s benefit is in the simplest form.
You now came and found a fast sports car and bought it within minutes, all because he sold you on the benefits.
How exactly can you learn to sell the benefits?
You now came and found a fast sports car and bought it within minutes, all because he sold you on the benefits.
How exactly can you learn to sell the benefits?
1. Keep it Simple
Using terminology and other lingo that not many people understand will result in less action being taken.
When you’re describing something, keeping it simple is a great place to start.
There’s no need to go into the hyper specific details of your product.
Using terminology and other lingo that not many people understand will result in less action being taken.
When you’re describing something, keeping it simple is a great place to start.
There’s no need to go into the hyper specific details of your product.
2. Translate from Features to Benefits
All you have to do is read the feature and ask yourself, “so what?”
BMW has 297 horsepower.
So what?
That’s more than it’s last five models.
So what?
It’s more horsepower than 97% of cars on the road.
All you have to do is read the feature and ask yourself, “so what?”
BMW has 297 horsepower.
So what?
That’s more than it’s last five models.
So what?
It’s more horsepower than 97% of cars on the road.
You should do this as many times as you need to.
Your goal is to find real benefits from the features of your product or service.
By doing so, you’ll end up with a lot more intrigued customers and sales.
Your goal is to find real benefits from the features of your product or service.
By doing so, you’ll end up with a lot more intrigued customers and sales.
3. Target Customer Emotion
That middle aged guy looking for a fast car wants to impress his friends and feel good when he drives it.
Sell it to him by exposing those things:
“This 2020 model is guaranteed to hit 0-60 faster than any of your friend’s cars”
That middle aged guy looking for a fast car wants to impress his friends and feel good when he drives it.
Sell it to him by exposing those things:
“This 2020 model is guaranteed to hit 0-60 faster than any of your friend’s cars”
To be this specific in your targeting, you NEED to do lots of research.
If you want to learn the ins and outs of your customers so that you can tailor your message specifically to them, you need research.
So DO IT
If you want to learn the ins and outs of your customers so that you can tailor your message specifically to them, you need research.
So DO IT
4. Don’t Only Feed Them Positive Info
If you’re audience is constantly hearing, “and it can do this, and this, and some of this” they’re going to get bored and move on.
Introduce problems to grab their attention and then solve them.
It breaks the cycle and keeps attention.
If you’re audience is constantly hearing, “and it can do this, and this, and some of this” they’re going to get bored and move on.
Introduce problems to grab their attention and then solve them.
It breaks the cycle and keeps attention.
“Blind spots cause over 800,000 accidents every year. That’s why the 2020 BMW has special blind spot technology to let you know where other cars are at all times”
“Stop being embarrassed to drive your car. BMW’s are a moving status symbol”
“Stop being embarrassed to drive your car. BMW’s are a moving status symbol”
All-in-all, connect with your audience.
You should be telling them what they want to hear.
• how fast that car is
• how comfy it is
• how cheap it is to maintain
But don’t just come outright and say it...
You should be telling them what they want to hear.
• how fast that car is
• how comfy it is
• how cheap it is to maintain
But don’t just come outright and say it...
Use:
• statistics
• case studies
• media
• authority
• credibility
• solid evidence
to prove these things.
Start selling the benefits instead of the features and watch your sales soar.
• statistics
• case studies
• media
• authority
• credibility
• solid evidence
to prove these things.
Start selling the benefits instead of the features and watch your sales soar.
