When you present your solution to your prospect you must be careful to stress only the benefits of your product. Why?…

Let me ask you a question?

What happens when you do not explain the benefits of your product in your sales letter?

Answer: No sales!

That’s right, NO SALES. Remember that your prospect is looking for ‘What’s in it for me’ all the time, he wants to see how your product can help him with his problem.

More often than not, authors often mistake features for benefits. I have reviewed many sales letters and, sadly, find this common mistake all too often.

Put yourself in the shoes of your prospect, what are you looking for?

You’re looking for something that can help you solve your problem. Now, tell me, if I advertise a book and write:

“Get your copy of ‘Profitable Copywriting Secrets’ today, all of it’s pages are made of the latest wonder plastic, it has an indestructible cover and will last for years!” does this make you want to buy it?

No!

Why not?… How will the indestructible cover and plastic pages help you solve your problem? They are features!

Now consider this:

“Get your copy of ‘Profitable Copywriting Secrets’ today. As you read it you will start to see your own eye-popping Sales Letter developing right in front of you and by the time you’ve read the book you will have crafted a Sales Letter so powerful that it will attract more money than you ever dreamed possible!”

Wow, I want a copy! I’m going to open this book and I’ll immediately know how to start developing a humdinger of a sales letter and by the time I’ve finished reading it I’ll have a sales letter that’ll make me rich…..

I think you get my point! “Start reading and you’ll develop…” and “have crafted a sales letter so powerful…..” are both benefits!

Look at the definition of both, benefit and feature:

• Benefit. According to the Pocket English Dictionary’s definition, it means an advantage; to be useful or profitable to. (Synonyms: gain, profit, do good) – Tells your prospect what’s in it for him.

 

• Feature. According to the Pocket English Dictionary’s definition, it means characteristic. (Synonyms: boast, have) – Tells your prospect about the product i.e. whether it’s digital or physical.

A couple more examples:

• You sell a slimming powder from your web page (physical product). The features of your product are: scientifically formulated, easy-to-digest powder packed in a tin or carton. The benefit of your product is that consumers can now lose weight the easy way and still get all the nutrition they need to stay healthy!

 

• You sell ‘ace’ tennis balls from your web page (physical product). The features of your product are: professionally designed, long lasting and high quality tennis balls for your next match. The benefits of your product are: Save money and increase your scores!

 

• You sell an information product on your web page (digital product). The features of your product are: digital product, in ‘PDF’ format and has Master Resell Rights. Therefore, the benefits are: your customers can download it instantly, they can read it on any computer and they can sell it and keep all the profits for themselves!

When you write your sales letter you should include both the features and benefits in your copy, but you sell the SOLUTION or benefit, NOT the feature!

Remember “What’s in it for me?” You did not buy a refrigerator because it was a refrigerator, did you? You bought one because it will keep your food fresh!

Before you write your sales letter study your product (you should own and have used it extensively in any case) and list the features and benefits. When it comes to the sale, the benefits to your prospect are what will make him part with his hard earned money.

“The selling point is not in the product but in the solutions and benefits the product gives!”

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Stuart Elliott is a world class copywriter who has written numerous stories on sales letters and copywriting. Drop by:
http://howtowritekickbuttcopy.com to pick up a free copywriting power guide.

Article copyright Stuart Elliott 2006 all rights reserved. You may only reprint this artitcle in it’s entirety and you must include this resource box.

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