Benefits vs. Features: Know the Difference!
Judy Cullins c. 2005
Speakers and Coaches know their business. Many of them write useful,
inspirational books and have creative Web sites. But, one thing
they are not as adept at is promotional copy.
It's not the book, it's the hook! It's not the beautiful Web site,
it's the one with benefit-driven headlines that lead your visitor
straight to your sales message. What you say outside the covers
matters. What you say about your service on your site must be so
much more powerful than your pleasing personality.
Always promote with benefits over features. Benefits show the value
of your products. They solve your particular audience's problem!
They tell your clients and customers what they will gain--and what
they will lose from your product or service. Some common benefits
include: more money, less trouble, more time, less stress, desirable
relationships, less drama and trauma, and more zest and energy,
1. Write down a list of 5-10 benefits of each product and service.
Your clients and customers don't want to know only how to get their
book writen, they want to know why should they write it? How much
will their business thrive from putting that effort out? Will they
get more credibility, more trust, and more lifelong income?
2. Write down specific benefits. Include how your customer will
feel after buying your product.For instance, after you buy my book
or product, you'll look and feel 10 years younger without a face
lift. Let them see a picture of what it's like to be the happy author,
who sells enough books to take that Carribbean vacation each year.
3. Include some of your personality in your promotion copy. My
book is less than the price of a good dinner, with wine of course!
And the skills in it will serve you every day for as many times
as you choose to duplicate your results.
4. Get your customers and clients to respond. Give them directions
such as "click here." In your email promotion, for instance,
give them a time limit to buy. "Get this low price only until
this date." Give them more than one way to purchase. "Order
today with my toll-Free number." Include an order form and
right before it say "Please fill out this order form and mail,
fax, or phone it in to get your product immediately." Always
make it easy for them to buy.
For more information about writing, books, and publishing click here.
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Book and Internet Marketing Coach, Judy Cullins, can help you build credibility and clients, sell a lot of books, and make maximum profits. Author of 11 books including Write your eBook or Other Short Book Fast and The Fast and Cheap Way to Explode Targeted Web Traffic" Get her free eBook"20 High Octane Book Writing and Marketing Tips" and two free monthly ezines at http://www.bookcoaching.com