It’s a common theme.
When business owners sit down to write their own content for websites and such, the natural line of thinking is about why they think the product/service/downloadable report is so great: 3,200 pages chock full of wisdom, 200 hours of expert guidance, etc. etc. (Okay, so I’m exaggerating a bit, but I think you get my point!)
In other words, we focus on the features of our products and services. And at some point, readers do want to know what’s included in the offer. But not first. If you’ve studied marketing/sales, you’ve likely heard that people buy on emotion first, followed by logic. (In other words, focus first on the benefits of your offers. Pretty sure that’s not the first time you’ve heard that advice.)
But let’s really put this into perspective. Think about your last big-ticket purchase. Coulda been a $500 training course, a new car, whatever “big ticket” means to you. How much of your decision was dictated by necessity (or, in other words, logic)?
Allow me to demonstrate. A few years back, I was driving a car that was about 6 years old, and things were starting to break down on it. The truth is, I could have probably put two or three thousand bucks into it and kept driving it for a few more years, at least. But I wanted something new. And in the end, emotion won out. Even though I technically could have gotten by with my car, I let my wants take over and found the logic to back up those wants. I told myself that in the long run, it made more sense to have a new car with predictable monthly payments (even if they were higher than my current payments) that came complete with a warranty to cover breakdowns than to keep my lower payments on an older car and at any moment face expensive car repair bills. Also, probably the key selling feature for me was the fact that I was pregnant with my daughter, and so I told myself that a new car would be more dependable for my expanding family. (Mind you, my previous car was still in decent shape and by no means a death trap, but there you go; the truth behind my line of thinking!)
With that in mind, let’s look at some of the features of a new car.
Those are all fine and dandy, but what’s really important is what those features mean to you, the potential car buyer. These examples are pretty self-explanatory, but let’s break ’em down anyway:
High MPG: spend less at the pump (save money), drive longer between fill-ups (save time)
Anti-lock brakes: greater safety for you and your family, more peace of mind
Heated seats: more comfort (of course, this would be a selling point only in cold climates, like my city of residence, which isn’t uncommon to reach below-zero temps in winter)
Of course, these examples are typically common knowledge. Most people know the benefits of major car features. But we should never assume. That’s why when it comes time to write the sales copy for your website and other marketing materials, you gotta get clear on what it means to your readers.
And that’s not to say that you should deliberately manipulate your readers. No, far from it. We’re just talking about clear communications that make it simple for your ideal clients to clearly see why they should choose YOU over the other options out there.
So let’s talk about the one simple formula for uncovering the unique benefits of your products and services that will get website visitors excited to work with you.
Here’s an exercise to help you put this into place:
Take out a piece of paper. Draw a vertical line down the middle of the page, separating the page in two. On the left side, list all of the features of your product/service. Keep going until you are absolutely positive there are no more.
And then go down the line and for each feature, ask yourself, “What does this mean to potential buyers?” and write the answer on the right side of the page.
Here’s the formula for getting website visitors excited about your products/services:
Feature “Which means that…” Benefit
Need a few examples? Let’s break down some of the features of my upcoming Write Your Website Workshop to help you get the wheels turning.
1. Registrants will write 3 pages of compelling web copy during the workshop, which means that they can finally check “get my web copy written” off their to-do list.
2. Registrants will write 3 pages of compelling web copy during the workshop, which means that they won’t be left with yet another notebook of information without action – they’ll get it done as they learn!
3. Registrants will receive a 5-step blueprint of writing effective web copy for each of the main pages of their website, which means that they won’t have to wonder what on earth they should be writing on each page of their website.
Keep going with the benefits of each feature until you can’t think of any more.
And then once you have your list, go through and prioritize them, pick the most powerful ones, etc. And these can become your bullet points to place on your website.
For more examples, plus a revealing of 5 Most Common Website Mistakes and How to Fix Them, visit www.WriteYourWebsite.com to get instant access to the recording of my recent webinar. While you’re there, you can also learn more about next month’s Write Your Website Workshop if you’re ready to get your web copy done, once and for all!