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By Tatiana Velitchkov © 2002 Those of us who've been marketing on the Net for a while already know that -- when it comes to advertising our products & services -- "it's the benefits that sell, not the features." But although many of us also know the basics of what benefits ARE, most of us can still do with brushing up on the things a good benefit COULD BE. Because when properly phrased and strategically structured, ONE really great benefit can become a WORD MAGNET for profits, however you use it to promote your business. Here are 4 steps you can take to find out which of your usual benefits are the REALLY magnetic ones -- and discover new ways that your business can BENEFIT from them! 1) Understand what's important to your prospects, then key into their own key words. The gurus have more or less been propagating this advice, too: re-word your benefits to match your customers' needs. But if we want to go one step further to improve this process, we should take the time to listen to the actual words our clients are saying, and use those same words to speak directly back to them. For example: we already know that -- - financial security - more time for family - less stress - and more time to enjoy life -- are essentially the most important things that most people are looking for. But let's listen to how our clients are actually "phrasing" these needs... "I know I really need a vacation, but who's going to take care of my business while I'm gone?" ...then we have for ourselves several ready-made lines of instantly magnetic benefit copy. "Take that vacation -- and we'll take care of your business!" *That* would be an offer they couldn't possibly resist! 2) Develop much stronger and powerful descriptions. The most important part of a benefit is showing clients "how the product will make them FEEL," so you'll need descriptions to communicate these things to them. Of course, it all starts with the specifics of what your product can DO: - How can they use it? - How can it save them time? - How fast can it work for them/produce results? - How long will it last without the hassle of repairs? - How much money will it make them? But in the end, what will REALLY stick to their minds is what they believe your product will make them FEEL: - more relaxed? - more prosperous? - more secure? - more important? - more satisfied? - more attractive? So give them what they need, and tell them how exciting the experience will be. And they'll remember it long enough up to the "purchase confirmation" page of your site. 3) Learn to flaunt your benefits -- especially in places where you never thought they'd be needed! So you think benefits only work when talking about your products? Think again! With all the long "to do" lists people have today, it's now best to explain "what's in it for THEM" when enticing them to do anything that has to do with YOU: - Why should they visit your site? - Why should they sign up for your ezine? - Why should they email an inquiry? - Why should they go to a download page? - Why should they fill up your survey form? All of these actions now need the convincing power of your benefits, so make sure your clients know what they are. (All of these actions will also lead them to getting to know you and your product, so you know YOU also stand to benefit from them.) 4) Finally (but most importantly!): Keep It Simple! You have a lot to say, but imagine you have only 10 seconds to say it. More often than not, that's what most busy prospects will give you anyway -- so learn to make each word (and each second) count. One great benefit-filled ad I've seen comes from a writing ezine. It says: "Place your ad here for as little as $30 and reach more than 70,000 writers worldwide!" Two lines, 16 words, plus one hyperlink at the bottom, and any interested marketer already knows exactly what they're getting for exactly how much. (They'll also most probably be clicking on the link without even blinking -- but that's the power of benefits for you!) So take a long, hard look at your ad & site copy again, and decide which of your benefits could be whipped into better shape. Because the more magnetic and attractive they become, the better your chances for bigger profits... ...which, of course, can only be of benefit to YOU. © Tatiana Velitchkov About the Author: Tatiana is the publisher of: http://www.TheFortunesEzine.com, the FortunesEzineWeekly at http://www.TakeYourFortune.com, and owner of the traffic-solution slam advertising site http://www.Guaranteed-Hits.com |