Benefits Sell, Features Just Pad Your Ego

Wanna know one of the most fundamental rules of copywriting?
All comes down to benefits.

Benefits sell. Features bore.

But this fundamental gets screwed up all the time. Why?
Usually it’s because the product creator either writes his or her own sales copy, or wants to have too much input.

It’s basic psychology. You create a product. You should damn well be proud of it. Which is great.
But being proud and making sales are 2 VERY different things.

Being a proud product creator leads to DANGEROUS decisions in creating marketing materials. You want to show off. Demonstrate to the world all of the lovely “features” your product has.

Let’s talk features for a bit … here are some examples:

=> blocks bad traffic at the server level

=> increases reach of your FB posts

=> cloaks your affiliate links

=> has a 1.5X bigger head than most hammers

=> has a 16 megapixel camera

YAWN. That’s what your prospect is thinking whenever you stack up features of your product or service in your copy.

What perks them up a bit? BENEFITS.

Now, let’s turn those features into benefits:

=> blocks bad traffic at the server level
Speeds up your website by as much as 200%

=> increases reach of your FB posts
Gets you more traffic WITHOUT paying for ads

=> cloaks your affiliate links
Post your offers on social networks with links that always work

=> has a 1.5X bigger head than most hammers
Super easy to use without busting your thumb

=> has a 16 megapixel camera
Take stunning high resolution pictures every single time

Translate features into benefits, and you’re ahead of 80% of the marketers out there. But if you want to REALLY take it to the next level, we’ve got to get emotional.

Translate BENEFITS into IMPACTS and now you’re selling with EMOTION …
one of the most powerful ways to sell anything.

An IMPACT is a state of emotional well-being that a user will experience upon using your product or service.

See how to turn those benefits into impacts:

=> Speeds up your website by as much as 200%
Enjoy higher conversions and effortless sales

=> Gets you more traffic without paying for ads
Save time, money & frustration by NEVER wasting money on ads again

=> Post your offers on social networks with links that always work
Exploit social media for an UNFAIR advantage over your competition

=> Super easy to use without busting your thumb
Create your dream project in a fraction of the time

=> Take stunning high resolution pictures every time
Immortalize your fondest memories

Each of the above “impacts” pulls an emotional trigger. Powerful stuff.

sales-copy-that-sells

Putting this to use:

Features are an important part of your copywriting research. But they should stay on the research side and never find their way into the final sales materials.

Your sales copy should incorporate BENEFITS and IMPACTS. Most often in bullet point form, and for this, I like a hybrid approach.

The formula is simple: each bullet includes a benefit and an impact. Following from the above example:

  • Speeds up your website by as much as 200%, so YOU enjoy higher conversions and effortless sales
  • Save time, money & frustration by NEVER wasting money on ads and still getting more traffic
  • Clickable links means YOU can exploit social media and dominate the competition

You’ll notice in these bullets it doesn’t matter if you state the benefit or impact first … it all comes down to how well the overall statement reads.

Short and sweet bullets that combine benefits with emotion … gets ‘em everytime!

For more info on how to put this together, check out this excellent article.

And for more tips from us, check out the copywriting section of the blog here.

Always remember: beneficial impact is what helps your prospects and your bottom line.

To see this stuff in action, check out the ads you’re served on FB, and infomercials. Generally, most do an EXCELLENT job at conveying benefits and impact. Plenty to be learned there!

Mark Tandan

Mark Tandan

“The Goofball”, is the oldest member of The Rebels but still thinks he’s a kid. He started in affiliate marketing and moved quickly into product creation, again teaching only methods proven to work. With numerous award-winning products in affiliate and email marketing, he continues to practice what he preaches. He ghost writes emails and sales copy for some very big names online, and has worked extensively in affiliate recruitment for other highly successful marketers.
www.im-rebels.com
Mark Tandan
About The Author

Mark Tandan

“The Goofball”, is the oldest member of The Rebels but still thinks he’s a kid. He started in affiliate marketing and moved quickly into product creation, again teaching only methods proven to work. With numerous award-winning products in affiliate and email marketing, he continues to practice what he preaches. He ghost writes emails and sales copy for some very big names online, and has worked extensively in affiliate recruitment for other highly successful marketers.
www.im-rebels.com

Leave A Response

* Denotes Required Field