So how can focusing on the benefits of your offer increase your sales? It’s a marketing technique that encourages customers to focus on the end result that your product will give them. This acts as a powerful motivator to encourage customers to buy. Everybody wants to know “What’s in it for me?”
Anything you offer will have both features and benefits. Features are the actual specifications of your offer while benefits are the end result that your customer will get. It’s the difference between what it is vs what it does to benefit the customer.
Sell the benefits, not the features
In your marketing focus on the benefits of your service or product, instead of the features. It’s the benefits that sell your product, not the features.
For example, when a person buys an anti-aging cream they don’t necessarily care that it contains the ingredients Q10 or retinol. What they buy is the promise that it will visibly reduce wrinkles and make them look younger.
You need to think about how to use the benefits that your product produces in your marketing. You can still list the features, but link them to the benefit that they will give your customer.
If you are selling social media or digital marketing services then you need to translate the features into benefits.
Feature – we make one post each day on your Facebook page.
Benefit – you stay in touch with your audience so they always know what your current offers are. You can make offers, to engage your past customers and promote repeat sales.
Feature – we provide a reputation management service.
Benefit – we monitor what people are saying about you online. You can address problems instantly and prevent bad reviews from disgruntled customers or underhand competitors.
Each time, the emphasis is on what the business is actually getting out of the feature by explaining the end result that they’ll receive from that feature and how that will help them.
It’s amazing the difference that changing your sales pitch from focusing on features to focusing on benefits instead can make. You can turn previously poor conversions into great conversions just by changing the emphasis of your marketing message.
Use arbitrage to your benefit
You can use this to your advantage if you want to start a side business. You could start your own side business mostly hands free by utilizing this concept. Arbitrage allows you to act as a middle man.
To do this fairly easy trick, all you have to do is look for other sellers with offers that don’t focus on the benefits. You can see they have lots of happy customers from the testimonials, reviews, case studies, etc. even though they don’t have a sales page highlighting the benefits of what they are selling.
Many service providers on places like Fiverr, and other “services for sale” type sites, are often guilty of this. You could create your own better sales page and set up as an independent service, but use them to fulfill the work.
Alternatively you could just contact them and ask if you can use their testimonials, case studies, etc. as long as you use them to provide the service that you’ll be selling to your prospects.
Many sellers will agree to this as it means more business for them. You just write a sales page with better copy and act as a middle man in the transaction.
If you want to discover how to write copy that converts your visitors into buyers and raving fans, claim your access to this $97 course which is currently FREE!
Either way means you could be in business within a day, without having to do much work yourself. All you do is write great sales copy to make a better pitch and sell it yourself at a higher price than you are being charged.
So, in any marketing, look at how you can emphasize the benefits that customers receive from your service, as opposed to focusing on the features.
List the features, but sell the benefits
You can still list the features, as they are important, especially with products in some niches like health, but link them to what the customer will get out of that feature. Why should the customer care about that feature and what end result does it deliver to them? This is how focusing on the benefits of your offer converts more sales.
To find out how other simple tweaks can drastically improve your sales, check out this survey tool that helps analyze your business for areas of improvement. There is no cost, but it can highlight areas of potential improvement in your business. BizFire’s Free Business Analyzer and Growth Tool.
