Find Benefits By Asking, “So What?”

Yesterday we talked about the importance of research.

I mentioned it’s a good idea to start studying things you’ve purchased and the reasons for doing so. One reason is so you can begin to see the difference between features and benefits.

Today, let’s dig a little deeper …

Features are the facts about your product or service. How big is it? What color is it? What is it made out of? Where is it? What do you use it for?

Features aren’t usually exciting, but your prospect does need to know about them.

Benefits, on the other hand, are the advantages your product or service offers your prospect.

Benefits are emotional. They excite your reader, keep him moving through the copy, and ultimately make him feel like he can’t live without your product or service.

For example, if you’re buying a new blender, you probably don’t care how fast the blade turns.

You just care about whether or not the blender can quickly and efficiently blend your fruit smoothies or salsa or almond butter.

While your client will often tell you the features of their product or service, you’ll have to dig a little deeper to find the benefits. The more you research, the easier this will be.

One of my favorite ways to turn features into benefits is from Clayton Makepeace. You simply ask, “So what?”

In his book, Two Hours to More Profitable Sales Copy, he uses the example of a drill bit.

It’s constructed of carbon steel. That’s a feature.

Ask yourself, “So what?”

It will never wear out.

“So what?”

It’s the last drill bit you’ll ever buy.

“So what?”

You’ll save up to $75 per year on broken drill bits … hours of wasted trips to the hardware store … and hundreds of dollars!

Now that’s a benefit that will sell!

Now you try. Think of a product you use and go through the steps above until you come up with your own set of killer benefits. Practice this regularly on all sorts of products and you'll be ready to go for your next paid project.

And, if you'd like, share the product benefits you come up with by going here.

One last thing …

To learn more about features and benefits, I highly recommend an article called, Getting to the Root of Features and Benefits” by Will Newman, who says, “Understanding the difference between features and benefits really means knowing how to sell your idea best.”

Tomorrow I’ll reveal the one question you should always ask yourself before you write anything. See you then!

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Published: May 22, 2013

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