How To Market Benefits Vs Features

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One of the most difficult concepts to grasp for online business owners who are writing their own sales copy is to write about the benefits of your product/service, rather than the features. Less than 10% of business owners truly understand it. Not surprisingly, it's also the primary reason that so many marketing campaigns fail. Here's how you can successfully distinguish features from benefits for your customer prospects:

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How To Market Benefits Vs Features

  1. 1. Copywriting Tips: How to Market Benefits vs Features http://www.TurbochargeYourOnlineMarketing.com
  2. 2. The two most difficult marketing concepts for online business owners to grasp are: http://www.TurbochargeYourOnlineMarketing.com
  3. 3. The two most difficult marketing concepts for online business owners to grasp are: <ul><li>How to write their own sales copy in a compelling manner </li></ul>http://www.TurbochargeYourOnlineMarketing.com
  4. 4. The two most difficult marketing concepts for online business owners to grasp are: <ul><li>How to write their own sales copy in a compelling manner </li></ul><ul><li>Focusing on the features of a product/service rather than the benefits </li></ul>http://www.TurbochargeYourOnlineMarketing.com
  5. 5. Think about the products and services that you purchase. http://www.TurbochargeYourOnlineMarketing.com
  6. 6. Think about the products and services that you purchase. <ul><li>What caused you to buy them? </li></ul>http://www.TurbochargeYourOnlineMarketing.com
  7. 7. Think about the products and services that you purchase. <ul><li>What caused you to buy them? </li></ul><ul><ul><li>Convenience </li></ul></ul>http://www.TurbochargeYourOnlineMarketing.com
  8. 8. Think about the products and services that you purchase. <ul><li>What caused you to buy them? </li></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Ease-of-use </li></ul></ul>http://www.TurbochargeYourOnlineMarketing.com
  9. 9. Think about the products and services that you purchase. <ul><li>What caused you to buy them? </li></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Ease-of-use </li></ul></ul><ul><ul><li>Being completely taken care of </li></ul></ul>http://www.TurbochargeYourOnlineMarketing.com
  10. 10. Think about the products and services that you purchase. <ul><li>What caused you to buy them? </li></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Ease-of-use </li></ul></ul><ul><ul><li>Being completely taken care of </li></ul></ul><ul><ul><li>Over-the-top customer service </li></ul></ul>http://www.TurbochargeYourOnlineMarketing.com
  11. 11. Don’t assume that prospects will understand why they should buy your product or service just because you’ve told them about it. http://www.TurbochargeYourOnlineMarketing.com
  12. 12. Listing the marvelous features of your product or service is not enough. http://www.TurbochargeYourOnlineMarketing.com
  13. 13. When you try to sell the features of your product or service you are… http://www.TurbochargeYourOnlineMarketing.com
  14. 14. When you try to sell the features of your product or service you are… <ul><li>Making the customer do all the work to figure out why they want the feature. </li></ul>http://www.TurbochargeYourOnlineMarketing.com
  15. 15. When you try to sell the features of your product or service you are… <ul><li>Making the customer do all the work to figure out why they want the feature. </li></ul><ul><li>Forcing your customer to draw their own connections </li></ul>http://www.TurbochargeYourOnlineMarketing.com
  16. 16. When you try to sell the features of your product or service you are… <ul><li>Making the customer do all the work to figure out why they want the feature. </li></ul><ul><li>Forcing your customer to draw their own connections </li></ul><ul><li>Expecting your clients to figure out the benefits by themselves </li></ul>http://www.TurbochargeYourOnlineMarketing.com
  17. 17. What is the difference between benefits and features? http://www.TurbochargeYourOnlineMarketing.com
  18. 18. <ul><li>What is the difference between benefits and features? </li></ul><ul><li>A feature is a factual statement about the product or service being promoted </li></ul>http://www.TurbochargeYourOnlineMarketing.com
  19. 19. <ul><li>What is the difference between benefits and features? </li></ul><ul><li>A feature is a factual statement about the product or service being promoted </li></ul><ul><li>A benefit answers the question, &quot;What's in it for me?&quot; </li></ul>http://www.TurbochargeYourOnlineMarketing.com
  20. 20. What is the best way to understand the true benefit that your product or service offers? http://www.TurbochargeYourOnlineMarketing.com
  21. 21. <ul><li>What is the best way to understand the true benefit that your product or service offers? </li></ul><ul><li>Focus on the results that your customer will receive when using said product or service </li></ul>http://www.TurbochargeYourOnlineMarketing.com
  22. 22. <ul><li>What is the best way to understand the true benefit that your product or service offers? </li></ul><ul><li>Focus on the results that your customer will receive when using said product or service </li></ul><ul><li>It is the customer's perception of each feature's result that will attract a prospect to buy a particular product </li></ul>http://www.TurbochargeYourOnlineMarketing.com
  23. 23. If you were selling a car, one of the features might be &quot;all wheel drive&quot;. You’ll fare better in your sale when focusing on the benefits of that feature, which might include: http://www.TurbochargeYourOnlineMarketing.com
  24. 24. <ul><li>If you were selling a car, one of the features might be &quot;all wheel drive&quot;. You’ll fare better in your sale when focusing on the benefits of that feature, which might include: </li></ul><ul><ul><li>Greater safety when driving on poor surfaces </li></ul></ul>http://www.TurbochargeYourOnlineMarketing.com
  25. 25. <ul><li>If you were selling a car, one of the features might be &quot;all wheel drive&quot;. You’ll fare better in your sale when focusing on the benefits of that feature, which might include: </li></ul><ul><ul><li>Greater safety when driving on poor surfaces </li></ul></ul><ul><ul><li>Ability to drive places other vehicles can't </li></ul></ul>http://www.TurbochargeYourOnlineMarketing.com
  26. 26. <ul><li>If you were selling a car, one of the features might be &quot;all wheel drive&quot;. You’ll fare better in your sale when focusing on the benefits of that feature, which might include: </li></ul><ul><ul><li>Greater safety when driving on poor surfaces </li></ul></ul><ul><ul><li>Ability to drive places other vehicles can't </li></ul></ul><ul><ul><li>Minimizing the likelihood of getting stuck in the winter </li></ul></ul>http://www.TurbochargeYourOnlineMarketing.com
  27. 27. If the prospect says &quot;so what?&quot; when hearing of an aspect of the product, then that aspect is a feature. The answer to the &quot;so what?&quot; question is a potential benefit. http://www.TurbochargeYourOnlineMarketing.com
  28. 28. If the response to the answer is another &quot;so what?&quot; or a shrug, then the answer did not convey a benefit for that customer. The key here is knowing and understanding your customers and what they need. http://www.TurbochargeYourOnlineMarketing.com
  29. 29. To create the list of benefits for the product or service, create a Features/Benefits Sheet http://www.TurbochargeYourOnlineMarketing.com
  30. 30. <ul><li>To create the list of benefits for the product or service, create a Features/Benefits Sheet </li></ul><ul><ul><li>Take a piece of paper and draw a line down the middle </li></ul></ul>http://www.TurbochargeYourOnlineMarketing.com
  31. 31. <ul><li>To create the list of benefits for the product or service, create a Features/Benefits Sheet </li></ul><ul><ul><li>Take a piece of paper and draw a line down the middle </li></ul></ul><ul><ul><li>Write a list of the features of your product or service </li></ul></ul>http://www.TurbochargeYourOnlineMarketing.com
  32. 32. <ul><li>To create the list of benefits for the product or service, create a Features/Benefits Sheet </li></ul><ul><ul><li>Take a piece of paper and draw a line down the middle </li></ul></ul><ul><ul><li>Write a list of the features of your product or service </li></ul></ul><ul><ul><li>Write the corresponding benefit that goes with that feature, answering the “so what” question in the process </li></ul></ul>http://www.TurbochargeYourOnlineMarketing.com
  33. 33. Once you have completed this exercise, share the sheet with colleagues who will give you honest feedback about your benefits listing. http://www.TurbochargeYourOnlineMarketing.com
  34. 34. Remember, success in sales and marketing in your business is all about the benefits to your audience rather than the features you're going to deliver. http://www.TurbochargeYourOnlineMarketing.com
  35. 35. It's all about selling the sizzle, not the steak. http://www.TurbochargeYourOnlineMarketing.com
  36. 36. Learn the 7 Internet Marketing Secrets That Separate the Top 1% of Online Service Businesses from the Rest If you’re frustrated, confused, and looking for help in how to market and promote your service business online, you need to download this free ebook . http://www.TurbochargeYourOnlineMarketing.com

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