No one wants to buy your product – they only want its benefits
You probably know by now that the first task in writing a promotion is to dig out the benefits of a product or service – the obvious ones, and the not so obvious ones.
It seems like focusing there rather than on features is a really hard task for some people. They just can’t get past the idea that that no one wants to buy the actual product – they want to own what it will do for them or how it will make them feel.
They can look at the features and use their own imagination to come up with the benefits, but you’ll sell more if you help them get there.
Think about a really simple product: A non-stick frying pan. You already know that a non-stick surface will get you out of the kitchen faster than using a pan that will have to be scrubbed with SOS. But being reminded of all the good things that will result from that extra time puts you in a different frame of mind.
This is a really simplistic example, but you can apply the same principle to your product or service.
Begin with the non-stick surface. That’s the feature.
Now to the benefit … non-stick means faster clean-up time. Which means you won’t be stuck in the kitchen doing dishes for a half hour after dinner – which means you’ll spend more time with the family – which means you won’t feel abused and resentful – which means you’ll be more loving toward your family – which means they’ll be more loving toward you.
Maybe it means spending more time with your kids before bed, or helping them with a project – which means your kids will feel more important – which means they’ll grow up stronger and more able to resist temptation – which means they’ll have happier lives – which means you’ll feel like a better parent.
Or maybe that extra time is something you can steal for yourself to take a quiet walk or curl up with a good book – which means you’ll feel more rejuvenated and more able to cope with all of life’s demands – which means you’ll do a better job at everything – which means you’ll get a promotion at work – which means you’ll have more money – which means you can do more for the people you love – which means they’ll appreciate you more – which means you’ll feel more loved.
Do you see how you could just keep on going with that?
I don’t suggest that you spend an hour on each benefit, but do spend some time. Write down a feature, figure out it’s benefits, and then begin applying “which means” to each of them until you really understand the reason why your customers will buy.
Of course you can’t just come right out and say the deeper benefits – you have to suggest them in ways that will make your prospect feel like they thought it up themselves.
Try using “which means.” it will not only help you write better promotions – it’s kinda fun to do.
Yours for prosperity,
P.S. If you get stuck, or if you don’t think it’s as much fun as I think it is, call me. I love turning words into money in your pocket.