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Conversion optimization: How To Turn Features Into Benefits In Your Copywriting

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How do you optimize your conversions by enhancing your website copy? What I’m covering in this video is how to make your website copy more appealing by writing in terms of “benefits” instead of “features”.

Why?

1. Potential customers (visitors to your website) don’t know you, don’t like you (yet) and don’t trust you (yet).

2. When someone comes to your website, they have one thing in mind: getting the RESULT they want or finding the INFORMATION that is going to help them get the result they want.

3. Forget about what you’re offering. Think about what result or benefit your potential customer is looking for.

Let’s figure out the difference between features, advantages and benefits...

Feature: what is your product, service, system or technique?
Advantage: What does it do? Why’s it different than others on the market?
Benefit: What is the result or benefit that your customer experiences?

In this video I'll guide you through an example and also take it deeper by looking at writing benefits from the perspective of "moving towards" an outcome verses "moving away from" one.

Thanks for reviewing!

Get more tips and insights on enhancing your website marketing from my blog at http://www.techdivamedia.com.

Published in: Marketing
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Conversion optimization: How To Turn Features Into Benefits In Your Copywriting

  1. 1. Website Conversion Optimization: Turning Features Into Benefits Companies I’ve worked with:
  2. 2. What I’m covering in this video... How to make your website copy more appealing by writing in terms of “benefits” instead of “features”. 1. Potential customers (visitors to your website) don’t know you, don’t like you (yet) and don’t trust you (yet) 2. When someone comes to your website, they have one thing in mind: getting the RESULT they want or finding the INFORMATION that is going to help them get the result they want. 3. Forget about what you’re offering. Think about what result or benefit your potential customer is looking for.
  3. 3. Everything I’ve Learned About Marketing Is From These People (and their courses), Blogs, Podcasts and Books... Eben  Pagan Ramit  Sethi Noah  Kagan Neil  Patel Frank  Kern Dan  Kennedy Tim  Ferriss
  4. 4. Let’s figure out the difference between features, advantages and benefits. Feature:  what  is  your  product,  service,  system  or  technique?   Advantage:  What  does  it  do?  Why’s  it  different  than  others  on  the   market? Benefit:  What  is  the  result  or  benefit  that  your  customer  experiences?
  5. 5. Here’s an example. Feature:  protein  powder Advantage:  all-­‐natural,  2x  more  protein  than  other  all-­‐natural  powders Benefit:  you  get  a  quick,  nutriKous  meal  with  more  protein  while  also   knowing  it’s  coming  from  natural  ingredients
  6. 6. Let’s go deeper. Within  every  benefit,  you  can  almost  always  go  to  a  deeper  “level”  of   benefit.   Ask  yourself,  “what’s  the  payoff  of  that  benefit?”  and  think  of  more   specific,  tangible  moKvaKng  reasons  for  using  the  product  (or  service,   system,  technique,  etc.).
  7. 7. Back to our example. Feature:  protein  powder Benefit:  you  get  a  quick,  nutriKous  meal  with  more  protein  while  also   knowing  it’s  coming  from  natural  ingredients Deeper  Benefit:  you  stay  energized  and  fit  to  power  through  your  day   Deeper  Benefit:  you  look  good Deeper  Benefit:  you  save  Kme  and  aTenKon  trying  to  figure  out  a   quick  meal Deeper  Benefit:  you  feel  proud  knowing  you’re  fueling  your  body  in  a   healthy  way
  8. 8. Now, on your website, instead of listing the features, speak to the benefits. Write  your  copy  from  the  perspecKve  of  your  potenKal  customer  and   the  benefits  they  get  out  of  using  your  product,  service,  system  or   technique. Now  you’re  speaking  in  terms  of  “what’s  in  it  for  them”  (WIIFT)   instead  of  what  you  want  to  say  about  your  offer.
  9. 9. For MORE leverage, incorporate negative and positive benefits. Think  in  terms  of  what  a  person  wants  to  AVOID  as  much  as  what   they  want  to  ATTAIN. As  humans,  we’re  typically  more  moKvated  by  avoiding  something     (moving  away  from  a  pain)  than  we  are  aTaining  it  (moving  toward  an   outcome). For  example,  we’ll  most  likely  take  acKon  faster  and  more  dramaKcally   to  avoid  bankruptcy  than  we  will  to  aTain  more  income.
  10. 10. Back to our example. Feature:  protein  powder Move-­‐Toward  Benefit:  you  get  a  quick,  nutriKous  meal  with  more   protein  while  also  knowing  it’s  coming  from  natural  ingredients Move-­‐Toward  Benefit:  you  stay  energized  and  fit  to  power  through   your  day   Move-­‐Toward  Benefit:  you  look  good Move-­‐Toward  Benefit:  you  save  Kme  and  aTenKon  trying  to  figure   out  a  quick  meal Move-­‐Toward  Benefit:  you  feel  proud  knowing  you’re  fueling  your   body  in  a  healthy  way Move-­‐Away-­‐From  Benefit:  you  avoid  skipping  a  meal  when  you  don’t   have  much  Kme  and  losing  energy  or  eaKng  crap  later Move-­‐Away-­‐From  Benefit:  you  avoid  eaKng  junk  and  not  feeling   great   Move-­‐Away-­‐From  Benefit:  you  avoid  developing  a  habit  of  eaKng   junk  and  gaining  weight  or  geYng  sick  over  Kme
  11. 11. To find out more about optimization with your site and online marketing: subscribe to my channel or visit www.TechDivaMedia.com

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