STOP selling your products!
What? Wait, I’ll explain.
What I’m trying to say is that you should stop thinking that you’re simply selling product X or Y.
People aren’t really buying a tangible product.
They are buying value, happiness, a solution to problems, and alike.
By switching the focus from features to benefits in one email, I easily generated $17,456.40 (from a small list).
Features simply tell the customers what.
But not why.
Benefits will tell customers how that product will solve a problem or make their life better.
A lot of people throw their instincts out the window and write really bland, feature-focused copy.
Go out there and talk with your customers.
Find what value you can bring to them and point it out in your emails, ads, and landing pages.
For example, you are selling a camera.
Instead of focusing only on camera quality, you can emphasize the benefit of capturing moments.
Benefits will trigger their emotions.
Follow these 4 simple steps to create a benefit-centric copy:
1) Make the list of features
2) Who is your target audience?
3) What benefits are meaningful to your target audience?
4) Turn features into those benefits
Remember the iPod?
Steve Jobs could market it as a 5Gb MP3 player. That would suck, right?
Instead, he introduced it as “1000 songs in your pocket”.
Bottom line: Consumers don’t buy things for the sake of buying them – they want to solve their problem.
Do you have an idea on how you can use benefits in your emails or ads?
Drop a comment below!