Discover How To Use Product Benefits, To Drive Up Your Conversions
In this post I’m going to show you:
- Why pushing the benefits rather than the features of your product, will boost your conversions.
- How to explain the benefits of your product to your potential buyer more effectively, to make more sales.
- How to quickly answer your visitor’s main question “What’s in it for me?”
- How to use emotion to get visitors engaged with your product and clicking through to buy.
I agree that Copywriting can be a scary subject. Yes, learning Copywriting as a profession, is a long journey but I assure you, you don’t need years of training to use copy to push up your results and income.
Master just a few simple principles of Copywriting, like the one I’m about to explain and your sites really will convert like crazy, because copywriting is the key to conversion.
Good copy + good offer = cash. It really is that simple. In fact good copy + bad offer has still made a fortune for many marketers.
Learning to write conversion boosting copy is not as difficult as you might think and you might even have fun too. Imagine how much fun it will be seeing your salespage conversion jump from mediocre to “Hellooooo!”
The results are addictive and constantly repeatable, as there are so many ways you can improve the copy and thereby the conversions on your site.
Copywriting is actually all about the art of persuasion
We’d all love the power to persuade people to do what we want, right? So don’t think of copywriting as selling, think of it as persuading people to buy.
Because when you do it the right way, that’s exactly what it does, with proven, ruthless efficiency.
And it’s far more interesting when you think of it that way. In fact I’m going to change my title from Copywriter to Professional Persuader. Much sexier, don’t you think?
No need to be shy . . .
If you’re worried about being able to sell, don’t be.
Always remember that your visitors are usually in the market for what you’re selling. People will not just wander onto your site, they’ll arrive because:
- They’ve clicked on one of your ads
- They’ve read your article and clicked on your link
- They’ve read your comment on a forum and clicked on your link
- They’ve found your site in the search engines because they searched for your site subject (keyword)
- They’ve clicked on some other form of advertising or self promotion
- They’ve clicked on an affiliate link
In other words, when they arrive at your site, they have already shown initial interest and all you have to do is convince them they’ve made the right decision.
Test your way to extra profits
Copywriting is simply persuasive writing that aims to get someone to do, something you want them to do. It could be to buy your product, sign up for your list or click on one of the links on your site.
The great thing is, if people aren’t doing what you’re asking them to do you can simply change your copy. Maybe your headline, your bullets, your call to action.
Try changing and testing them one at a time, and log the results. Did they make your conversions increase? Or decrease? Perhaps there was no change?
That’s the great thing about having a website, you can change things in minutes, watch the results and keep or discard the changes. Then keep testing and watch the it drive up your conversions.
I’ve actually seen examples of changes to a site’s copy, improving conversions by 400%, 500%, even up to 1000%!! Imagine your business growing that big.
And other than the time it takes to write your copy and a few minutes to set up your split-tests, it’s all free.
Ok, let’s get to one of the most important Copywriting principles . . .
Understanding the difference between features and benefits.
“Sell the sizzle, not the steak” is an old and established phrase regarding this subject, which is incredibly important but often misunderstood. No-one buys anything because of its features.
You don’t buy a pen because it puts ink onto paper.
You buy it because:
- It can save you time. (Writing a shopping list will keep you structured in the supermarket and cut your time down by half)
- It can improve your love life. (Don’t believe me? Try penning an unexpected love letter to your partner)
- It can bring instant relief from that itch on your back that you can’t quite reach with your hand alone. (Come on! I can’t be the only one)
Basically, it’s a cheap and convenient, ready available tool, to save you time and embarrassment. Bet you never thought of the humble pen in that way before, right?
Many years ago I came across the simplest, most eloquent sentence to sum up how to write benefit based copy. Want to know what it was?
“Don’t tell me about your grass seed, tell me about my lawn.”
Think about that for a moment. Has it dawned on you yet? No-one wants to know about your product.
They want to know:
- What your product can do for them.
- How it can improve their life (or lawn!).
- Save their time.
- Solve their problems.
- Improve their income.
- Make them happier.
- Make them sexier.
- Etc, etc, etc.
In other words . . . how it can BENEFIT them. Simple don’t you think?
So how do you apply this principle on your website?
Simple. Let’s take the grass seed example . . .
Here’s the wrong way to sell it:
“Our grass seed is cross pollenated 6x and multi DNA matrixed, using our patented double fluted waffle bearing system, in stringent lab surroundings.”
Yawn . . . I’m sorry . . . WHAT!???
Enough features already. What’s in it for me?
Here’s the right way:
“Our grass seed is so advanced, when you use it your lawn will be as smooth, flat and green as a billiard table, making it the perfect comfortable, luscious carpet for your new favorite, additional outdoor room. It will be so hard wearing, it will easily stand the daily punishment a growing family can dish out without needing repair or expensive maintenance and still look fresh and inviting all year round. Yet it will also feel soft and luxurious, like the finest £300 a metre hand woven carpet, for endless relaxation and sun worshipping enjoyment. And what’s more, you’ll feel like a VIP, as your neighbours will be begging to know your secret to growing such a beautiful, desirable lawn.”
THAT my friend, is what’s in it for them when they buy our example grass seed. Just a quick example and a little extreme, but I’m sure you get the point.
If you only remember one thing while writing copy, do yourself a favour and remember that. Because telling your prospect how your product can improve their life WILL help you sell more.
Focus on the end result the prospect will enjoy. It’s that simple.
Think of when you go out to buy something, like a couch for example. You don’t pay more money for one made of hardwood and the thickest, plushest fabric BECAUSE it’s made out of hardwood and the thickest plushest fabric, do you?
No you don’t.
You buy it because it will be stronger and therefore longer lasting and therefore you won’t have to spend your money on another one for many years and therefore you’ll have money to spend on . . .
You’ll also glow with pride when everyone’s impressed because you buy quality.
And we all like to glow, don’t we?
Its strength will also come in handy when your kids are using it for a trampoline and the hard-wearing fabric will ensure it’s beautiful, expensive looks still impress your friends and family, long after the kids have been grounded for trampolining on your expensive, impressive furniture.
OK? Weave benefits like this into your website copy.
Let’s try another one:
Why do people buy Make Money Online products?
So they can learn how to make money on the web, right?
Oh OK, I get it. It’s so they can earn enough money to free them of their 9 to 5 shackles?
Ooo . . . better, much better.
Wait a minute . . . it’s so they can have the financial freedom to spend more time with their kids, enjoy their hobbies, never have the stress of worrying about unexpected bills again and free them from the drudgery of the 6am alarm clock?
Excellent! Fanfare please!
So why do they buy slimming products?
Er . . . to lose weight?
Don’t be ridiculous.
No problem . . . I’m getting the hang of this now.
Is it because they want to feel sexy again, soak up oodles of genuine compliments from friends and family, fit into the latest slinky fashions thereby feeling like a superstar and overdosing on feel-good endorphins and have the most attractive members of the opposite sex, taking their life into their hands and leaping over speeding cars to ask them out on a hot date?
YES! YES! YES! I’m impressed. You little Professional Persuader you.
If you use these principles in your own copy, no matter what business you’re in, you’ll have higher response rates than if you don’t.
Always tell people what your product or service will do for them, how it will change their life for the better and solve their problem NOW. Focus on the end result, not the blurb.
For instance, you could use the above example as a headline for a slimming product:
“Feel Sexy Again, Soak Up Oodles Of Genuine Compliments, Fit Into The Latest Slinky Fashions And Feel Like A Superstar . . . By Finally Taking Control Of Your Weight With PRODUCT NAME.”
I guarantee a benefit driven headline like this, will convert better than “Do You Want To Lose Weight?” or worse still, no headline at all.
You can also use benefits in bullet points really effectively:
- PRODUCT NAME contains 5 proven fat burners in one specialised formula . . . which means you don’t have the hassle of paying for, organising and taking multiple supplements every day.
- PRODUCT NAME only contains the most bioavailable nutrients for easy absorption . . . which means you won’t waste your money on nutrients that your body can’t actually use and you’ll enjoy the results of full fat burning power.
- PRODUCT NAME only uses safe, proven and tested natural ingredients . . . which means you have complete peace of mind and can truly enjoy your weight loss, without enduring nasty health problems caused by the supplement.
The first part is the feature and the bold ‘which means’ part that follows it, is the benefit the user will get from the feature. Just examples, but I’m sure you’re getting the idea.
You can use the same techniques even if you’re an affiliate, in your info and product review.
It’s the same principle if you’re an affiliate and works in any niche. In fact by doing this, you could convince your visitors that the product is what they need, even better than a salespage you’re sending them too, which doesn’t include these elements.
So it’s worth a little effort, as you’ll be really increasing your chances of a sale.
It doesn’t end there however, because there are lots more you can do to push the benefits and get your visitors excited that they’ve found a solution.
Give examples, case studies and testimonials from real customers enjoying your product. Use photos and videos where possible of customers using and benefiting from your product.
Tell the story, show your passion and help your visitors all you can.
Find and sell the **** out of the benefits and emotions involved in the purchase.
Remember to start this process with your headline and you’ll successfully draw your prospects in to the rest of your message.
Tell them the biggest benefit of your product or the product you’re promoting. Does it save time, save money, save effort, improve conversions, make finding visitors easier, make them more attractive, slimmer, happier, healthier, sexier etc etc. Tell them.
Go with the beneficial, emotional things and you’ll convert more visitors into customers.
Let me quickly add something here . . .
You can still explain or list the features, as I have done in my bullet point examples. In fact for some niches it’s essential.
For instance if you are selling web hosting, obviously you have to list the tech details of the hosting plan. In fact the more technical the product, the more you have to cover the features themselves.
Just make sure you focus on the benefits too, with benefit based headlines, subheads and the main copy, to make sure your visitors know how your product will make their life easier.
Always remember, people are looking for solutions NOT products. Offer a solution to their problem, push the benefits, add emotion and you’ll love the results it adds to your bottom line.