Hombyz
2005-01-28 20:52:26 UTC
Forget Benefits, And You Will Sell More
by: Michel Fortin
What's the single, most important element in copywriting?
Let me say it another way.
You've done your research. You found a starving market. Your product fills
their needs. And your sales copy shines with benefits. If so, then why is
your product still NOT selling? Is it the price? The offer? The competition?
Maybe. But not necessarily. The fact is, these things are not always to
blame for being unable to sell an in-demand product, even with great copy.
It has more to do with one thing: FOCUS. (Or the lack thereof.)
In fact, the greatest word in copywriting is NOT "free." It's "focus."
And what you focus on in your copy is often the single, greatest determinant
of your copy's success. Similarly, the most common blunders I see being
committed in copy is the lack of focus in a sales message on:
1.. The individual reading the copy; and,
2.. The value you specifically bring to them.
In my experience as a copywriter, I find that some people put too much
emphasis on the product, the provider and even the market, and not enough on
the most important element in a sales situation: the customer.
The individual reading the copy at that very moment.
Don't focus your copy on your product and the features of your product - and
on how good, superior or innovative they are. And don't even focus on the
benefits. Instead, focus on increasing perceived value.
Why? Because perception is personal. It's intimate. It's ego-centric.
Let me explain.
When you talk about your product, you're making a broad claim. Everyone
makes claims, especially online. "We're number one," "we offer the highest
quality," "it's our best version yet," etc. (Often, my reaction is, "So
what?")
And describing benefits is just as bad.
Benefits are too broad, in my opinion. You were probably taught that a
feature is what a product has and a benefit is what that feature does.
Right? But even describing benefits is, in my estimation, making a broad
claim, too.
A claim always looks self-serving. It also puts you in a precarious
position, as it lessens your perceived value and makes your offer suspect -
the opposite of what you're trying to accomplish by making claims in the
first place.
Therefore, don't focus on the benefits of a certain feature. Rather, focus
on how those features specifically benefit the individual.
There is a difference. A big difference.
The more you explain what those claims specifically mean to the prospect,
the more you will sell. It's not the features that counts and it's not even
benefits. It's the perceived value. So how do you build perceived value?
The most common problem I see when people attempt to describe benefits is
when what they are really describing are advantages - or glorified features,
so to speak. Real benefits are far more personal and intimate.
That's why I prefer to use this continuum:
Features - Advantages - Benefits
Of course, a feature is what a product has. And an advantage (or what most
people think is a benefit) is what that feature does. But...
... A benefit is what that feature means.
A benefit is what a person intimately gains from a specific feature. When
you describe a feature, say this: "What this means to you, Mr. Prospect, is
this (...)," followed by a more personal gain your reader gets from the
feature.
Let me give you a real-word example.
A client once came to me for a critique of her copy. She sold an
anti-wrinkle facial cream. It's often referred to as "microdermabrasion."
Her copy had features and some advantages, but no benefits. In fact, here's
what she had:
Features:
1.. It reduces wrinkles.
2.. It comes in a home kit.
3.. And it's pH balanced.
Advantages:
1.. It reduces wrinkles, so it makes you look younger.
2.. It comes in a home kit, so it's easy to use at home.
3.. And it's pH balanced, so it's gentle on your skin.
This is what people will think a benefit is, such as "younger," "easy to
use" and "gentle." But they are general. Vague. They're not specific and
intimate enough. So I told her to add these benefits to her copy...
Benefits:
1.. It makes you look younger, which means you will be more attractive,
you will get that promotion or recognition you always wanted, you will make
them fall in love with you all over again, they will never guess your age,
etc.
2.. It's easy-to-use at home, which means you don't have to be
embarrassed - or waste time and money - with repeated visits to the doctor's
office... It's like a facelift in a jar done in the privacy of your own
home!
3.. It's gentle on your skin, which means there are no risks, pain or
long healing periods often associated with harsh chemical peels, surgeries
and injections.
Now, those are benefits!
Remember, copywriting is "salesmanship in print." You have the ability to
put into words what you normally say in a person-to-person situation. If you
were to explain what a feature means during an encounter, why not do so in
copy?
The more benefit-driven you are, the more you will sell. In other words, the
greater the perceived value you present, the greater the desire for your
product will be. And if they really want your product, you'll make a lot of
money.
It's that simple.
In fact, like a face-to-face, one-on-one sales situation (or as we say in
sales training, being "belly to belly" with your prospect), you need to
denominate as specifically as possible the value of your offer to your
readers.
In other words, express the benefits of your offer in terms that relate
directly not only to your market, but also and more importantly:
1.. To each individual in that market
2.. And to each individual's situation.
Don't focus on your product. Focus on your readers. Better yet, relate the
benefits of your offer to the person that's reading it. And express how your
offer benefits your prospect in terms they can intimately relate to.
Look at it this way:
a.. Use terms the prospect is used to, appreciates and fully understands.
(The mind thinks in relative terms. That's why the use of analogies,
stories, examples, metaphors and testimonials is so important! Look at
"facelift in a jar" I mentioned earlier, as an example.)
b.. Address your reader directly and forget third-person language. Don't
be afraid to use "you," "your" and "yours," as well as "I," "me," "my" and
"mine." Speak to your reader as if in a personal conversation with her.
c.. Use terms that trigger their hormones, stroke their egos, tug at their
heartstrings and press their hot buttons. You don't need to be hypey. Just
speak to your reader at an intimate level. An emotional level.
Because the worst thing you can do, second to making broad claims, is to
express those claims broadly. Instead, appeal to their ego. Why? Because...
... We are all human beings.
Eugene Schwartz, author of Breakthrough Advertising (one of the best books
on copywriting), once noted we are not far evolved from chimpanzees. "Just
far enough to be dangerous to ourselves," copywriter Peter Stone once noted.
He's not alone. My friend and copywriter Paul Myers was once asked during an
interview, "Why do people buy from long, hypey copy?" His short answer was,
"Human beings are only 2 feet away from the cave."
(Speaking of Eugene Schwartz, listen to his speech. It's the best keynote
speech on copywriting. EVER. You can also get a copy of his book, too - just
scroll about halfway down to the clip entitled "Hear legendary copywriter
Eugene Schwartz teach his proprietary system for writing breakthrough
advertising copy.")
People buy for personal wants and desires, and for selfish reasons above
all. Whether you sell to consumers or businesses, people are people are
people. It's been that way for millions of years. And nothing's changed.
Your message is just a bunch of words. But words are symbols. Different
words mean different things to different people. Look at this way: while a
picture is worth a thousand words, a word is worth a thousand pictures.
And the words you choose can be worth a thousand sales.
About the Author
Michel Fortin is a direct response copywriter, author, speaker and
consultant. His specialty are long copy sales letters and websites. Watch
him rewrite copy on video each month, and get tips and tested conversion
strategies proven to boost response in his membership site at
http://TheCopyDoctor.com/ today.
**************************************************************************************
Article Source: http://hombyz.com ( For Your Home Business Success !!!)
by: Michel Fortin
What's the single, most important element in copywriting?
Let me say it another way.
You've done your research. You found a starving market. Your product fills
their needs. And your sales copy shines with benefits. If so, then why is
your product still NOT selling? Is it the price? The offer? The competition?
Maybe. But not necessarily. The fact is, these things are not always to
blame for being unable to sell an in-demand product, even with great copy.
It has more to do with one thing: FOCUS. (Or the lack thereof.)
In fact, the greatest word in copywriting is NOT "free." It's "focus."
And what you focus on in your copy is often the single, greatest determinant
of your copy's success. Similarly, the most common blunders I see being
committed in copy is the lack of focus in a sales message on:
1.. The individual reading the copy; and,
2.. The value you specifically bring to them.
In my experience as a copywriter, I find that some people put too much
emphasis on the product, the provider and even the market, and not enough on
the most important element in a sales situation: the customer.
The individual reading the copy at that very moment.
Don't focus your copy on your product and the features of your product - and
on how good, superior or innovative they are. And don't even focus on the
benefits. Instead, focus on increasing perceived value.
Why? Because perception is personal. It's intimate. It's ego-centric.
Let me explain.
When you talk about your product, you're making a broad claim. Everyone
makes claims, especially online. "We're number one," "we offer the highest
quality," "it's our best version yet," etc. (Often, my reaction is, "So
what?")
And describing benefits is just as bad.
Benefits are too broad, in my opinion. You were probably taught that a
feature is what a product has and a benefit is what that feature does.
Right? But even describing benefits is, in my estimation, making a broad
claim, too.
A claim always looks self-serving. It also puts you in a precarious
position, as it lessens your perceived value and makes your offer suspect -
the opposite of what you're trying to accomplish by making claims in the
first place.
Therefore, don't focus on the benefits of a certain feature. Rather, focus
on how those features specifically benefit the individual.
There is a difference. A big difference.
The more you explain what those claims specifically mean to the prospect,
the more you will sell. It's not the features that counts and it's not even
benefits. It's the perceived value. So how do you build perceived value?
The most common problem I see when people attempt to describe benefits is
when what they are really describing are advantages - or glorified features,
so to speak. Real benefits are far more personal and intimate.
That's why I prefer to use this continuum:
Features - Advantages - Benefits
Of course, a feature is what a product has. And an advantage (or what most
people think is a benefit) is what that feature does. But...
... A benefit is what that feature means.
A benefit is what a person intimately gains from a specific feature. When
you describe a feature, say this: "What this means to you, Mr. Prospect, is
this (...)," followed by a more personal gain your reader gets from the
feature.
Let me give you a real-word example.
A client once came to me for a critique of her copy. She sold an
anti-wrinkle facial cream. It's often referred to as "microdermabrasion."
Her copy had features and some advantages, but no benefits. In fact, here's
what she had:
Features:
1.. It reduces wrinkles.
2.. It comes in a home kit.
3.. And it's pH balanced.
Advantages:
1.. It reduces wrinkles, so it makes you look younger.
2.. It comes in a home kit, so it's easy to use at home.
3.. And it's pH balanced, so it's gentle on your skin.
This is what people will think a benefit is, such as "younger," "easy to
use" and "gentle." But they are general. Vague. They're not specific and
intimate enough. So I told her to add these benefits to her copy...
Benefits:
1.. It makes you look younger, which means you will be more attractive,
you will get that promotion or recognition you always wanted, you will make
them fall in love with you all over again, they will never guess your age,
etc.
2.. It's easy-to-use at home, which means you don't have to be
embarrassed - or waste time and money - with repeated visits to the doctor's
office... It's like a facelift in a jar done in the privacy of your own
home!
3.. It's gentle on your skin, which means there are no risks, pain or
long healing periods often associated with harsh chemical peels, surgeries
and injections.
Now, those are benefits!
Remember, copywriting is "salesmanship in print." You have the ability to
put into words what you normally say in a person-to-person situation. If you
were to explain what a feature means during an encounter, why not do so in
copy?
The more benefit-driven you are, the more you will sell. In other words, the
greater the perceived value you present, the greater the desire for your
product will be. And if they really want your product, you'll make a lot of
money.
It's that simple.
In fact, like a face-to-face, one-on-one sales situation (or as we say in
sales training, being "belly to belly" with your prospect), you need to
denominate as specifically as possible the value of your offer to your
readers.
In other words, express the benefits of your offer in terms that relate
directly not only to your market, but also and more importantly:
1.. To each individual in that market
2.. And to each individual's situation.
Don't focus on your product. Focus on your readers. Better yet, relate the
benefits of your offer to the person that's reading it. And express how your
offer benefits your prospect in terms they can intimately relate to.
Look at it this way:
a.. Use terms the prospect is used to, appreciates and fully understands.
(The mind thinks in relative terms. That's why the use of analogies,
stories, examples, metaphors and testimonials is so important! Look at
"facelift in a jar" I mentioned earlier, as an example.)
b.. Address your reader directly and forget third-person language. Don't
be afraid to use "you," "your" and "yours," as well as "I," "me," "my" and
"mine." Speak to your reader as if in a personal conversation with her.
c.. Use terms that trigger their hormones, stroke their egos, tug at their
heartstrings and press their hot buttons. You don't need to be hypey. Just
speak to your reader at an intimate level. An emotional level.
Because the worst thing you can do, second to making broad claims, is to
express those claims broadly. Instead, appeal to their ego. Why? Because...
... We are all human beings.
Eugene Schwartz, author of Breakthrough Advertising (one of the best books
on copywriting), once noted we are not far evolved from chimpanzees. "Just
far enough to be dangerous to ourselves," copywriter Peter Stone once noted.
He's not alone. My friend and copywriter Paul Myers was once asked during an
interview, "Why do people buy from long, hypey copy?" His short answer was,
"Human beings are only 2 feet away from the cave."
(Speaking of Eugene Schwartz, listen to his speech. It's the best keynote
speech on copywriting. EVER. You can also get a copy of his book, too - just
scroll about halfway down to the clip entitled "Hear legendary copywriter
Eugene Schwartz teach his proprietary system for writing breakthrough
advertising copy.")
People buy for personal wants and desires, and for selfish reasons above
all. Whether you sell to consumers or businesses, people are people are
people. It's been that way for millions of years. And nothing's changed.
Your message is just a bunch of words. But words are symbols. Different
words mean different things to different people. Look at this way: while a
picture is worth a thousand words, a word is worth a thousand pictures.
And the words you choose can be worth a thousand sales.
About the Author
Michel Fortin is a direct response copywriter, author, speaker and
consultant. His specialty are long copy sales letters and websites. Watch
him rewrite copy on video each month, and get tips and tested conversion
strategies proven to boost response in his membership site at
http://TheCopyDoctor.com/ today.
**************************************************************************************
Article Source: http://hombyz.com ( For Your Home Business Success !!!)