In Marketing Sins 101, we took a look at what looks good on the page. And what looks good to us as the writer isn’t always what looks good to the reader. The reader wants to read words which turn them on emotionally. Then, they become connected to what they’re reading and who wrote it. For example, if you’ll recall, one Harley ad simply told us that it was locked up, but it did run. Didn’t turn me (or any other Harley shopper) on. If you go back and look at it, I think you’ll agree.
However, a separate ad went into the logistics of how easy clutches make rides more comfortable, and handle bars that reach back to meet the rider’s fists makes them not want to end the journey. THAT, my friend, was selling through benefits.
Benefits vs. Features
The first ad was a feature ad. It simply TOLD me what the deal was with the bike. ZERO emotion stirred in me, so I didn’t need to inquire about it.
And the sad thing is, most websites do this. Either because they don’t really know what their ideal client is suffering from or because they don’t know how to write to the emotions that appeal to the people who are looking for them.
They end up with flat words thrown across the page and no one wants to click on the “buy” buttons or they don’t even stay to read all the way down to them. I don’t know any businesses that can afford to spend their online real estate that way.
Your entire website is your on-call salesman and each word has to serve a purpose – to drive connection. The reader has to feel the whys in staying to read, book, or buy from you. And you do that by writing to the benefits your prospect is looking for.
How to Pull Out the Benefits
Take a look at your ideal client. I know you’re tired of me beating that horse, but there’s little that you can do (successfully) if you’re not working with that one person in your mind.
What's he looking for? What's he struggling with? What problem will your product solve? What emotions is he struggling with? What words does he use to describe his problem and the feelings it brings up? Relate all you’re saying to how his life is going to be better when he works with you or buys what you're selling. (Tweet-worthy?)
For example: My ideal clients have a hard time tooting their own horns. They’re ace at what they do, but they aren’t comfortable bragging about themselves. So they end up with half-baked copy that doesn’t quell their potential clients' fears.
If I were writing about the features of using my service, it might look like this:
Want to book more clients?
Use ink from Badass'd Biz+Ink and you'll start selling more because clients will see that you do know what you're talking about. Let me toot your horn for you and do more business.
That puke-y copy isn't written to any specific problem. It doesn't address any whys. And it's all feature. BLECH!!
BUT, I'd actually write something like this:
Prospects are looking for you and your gifts. They truly are, but the fact is they aren’t booking with you because they’re afraid. You’ve followed all the rules you’ve read on Copyblogger and done it exactly as they say, but you’re not getting responses to your website like you thought you would.
The problem isn’t what you do or your approach. It’s the lack of authority on your site. Clients need to feel they can trust you before they’ll click. They need to believe you’re truly an industry authority . Once they feel that credibility in your words, they’ll click the Order Now button. With ink from Badass’d Biz+Ink, you’ll finally rest your head at night knowing you’ve got clients waiting to work with you the next day because your site puts their fears to rest, too.
See how the benefits came out in that? I didn’t just say, “I’ll get you results”. Get me? My client will get to rest their head at night because they'll finally be seen as an industry authority. Whew! That's what they've been waiting for! :D
Now, you know the trick. Go and do it. :) You got this! :) And if you have to make changes, come back and leave your link and let me see your handiwork! (Oh, and if you'd like a more in-depth guide, this'll help – it's FREE! :) )
Tell me in the comments, does your site address the benefits for your reader?