Understanding Options And Advantages
Understanding the distinction between features and benefits is an important step in building a site that sells. What’s the distinction? * A Feature is an attribute of a product; for instance, energy steering on a automotive could be a function. * A Profit is a method that a product or service solves a problem. A computer system operating at 3GHz is a feature. The benefit of a 3 GHz laptop is that your functions will run quicker – subsequently saving you money and time. Gold plated audio cables are a characteristic. The benefit is that you’ll enjoy crystal clear sound. Power steering is a feature. The good thing about energy steering is that it makes the automobile straightforward to park and more comfortable to drive. Does this make sense? Options are sometimes confused with advantages, so it’s vital that you simply understand the difference. Individuals buy because of advantages – not features. For example, did you actually purchase that new home entertainment system because it had ‘5.1 channel surround sound’; or did you buy it since you wished to benefit from the environment of a cinema in your house? Features typically speak concerning the characteristics and technical facets of a product or service; whereas benefits talk about the value a customer derives from a services or products. In any purchase, there are two forces at work; emotion and logic. When a teenager spends $200 on a brand new pair of Nike shoes, it’s not because they need the latest in aerodynamic sports design (logic) it’s because they want to look cool and slot in with their pals (emotion). When girls buy costly face cream, it isn’t because the scientifically designed micro beads exfoliate the pores and skin (logic) it is because they need to really feel good and look youthful (emotion). Benefits enchantment to the emotional side of people, which is why all purchases are driven by the advantages of a services or products, not the features. Separating the Features from the benefits There are three steps to creating profit orientated sales copy, particularly: Step 1: Isolate the options of your product or service Step 2: Convert the options into benefits Step three: Explain and elaborate on the benefits Let’s go through a few examples so that you get a greater really feel for the way the process works. Example 1: Nokia 6800 Mobile phone Step 1: Isolate the Options Right here we’re in search of the attributes of the product, that are: – Distinctive and Progressive Design – Excessive-Resolution Full Shade Display – Compact Measurement – Digital camera to Take Snapshots – Synchronize Data by Linking On to Your Laptop – Pace Dial for up to 9 Names Step 2: Convert the Features into Advantages Now that we’ve identified all of the features, halloween shirts it is time to associate each feature with a corresponding profit. The Nokia 6800 Cell phone features – Distinctive and Progressive Design: which implies the cellphone seems cool and trendy. – High-Resolution Full Shade Display: which means the text is straightforward to read and the pictures are sharp and clear. – Compact Size: which suggests the cellphone is small enough to fit in your pocket. – Digicam to Take Snapshots: which implies you may by no means miss an vital moment for those who neglect to carry your digicam. – Synchronize Knowledge by Linking Directly to Your Pc: which means you’ll always be updated and save time by not having to input contacts one after the other. – Speed Dial for as much as 9 Names: which means you’ll save time by not having to constantly look up folks you call ceaselessly. Step 3: Explain and Elaborate the benefits As soon as you’ve got established the advantages of your services or products, you’ll be able to start writing your gross sales copy. This is finished by simply elaborating on the advantages you’ve identified. Here is the final copy we have created on the Nokia cellphone, all taken from the six unique features we started with. Introducing the Sensible and Sexy Nokia 6800 The new Nokia 6800 takes trendy devices to the subsequent level. Nokia’s latest mobile phone options a fashionable magnesium alloy casing that’s certain to make you the envy of all your friends. The high resolution full shade display signifies that textual content messages are easy to read (no squinting) and photographs are crystal clear. And you understand how Murphy’s Legislation dictates you never have a digicam while you really want one? Problem Men’s Custom ALICE IN WONDERLAND Short Sleeve T Shirts solved! The 6800 has an in-built digicam so you’ll by no means miss an vital moment. However the 6800 isn’t just good looks; it has brains as well. A in-built infrared module means it can save you hours by instantly transferring your Computer tackle book to your telephone. The one contact switch button means you will at all times be up to date. And if you are like most people, you in all probability have a handful of pals you name on a regular basis – so immediate velocity dial buttons are a should. Pace dial additionally comes in useful when you’re on the road (no extra fumbling to seek out that telephone quantity between traffic lights). You’d anticipate a phone with this many features to be a tad on the bulky aspect, however the Nokia phone is not any brick – the innovative design means it’s small sufficient to slot in your shirt pocket. Instance 2: Mazda RX eight Sports activities Automobile Step 1: Isolate the Options – Twin Rotor Engine Produces 177 KW Most Energy at eight,200 Rpm – 6-Velocity Manual Transmission – Power Sliding Glass Sun-Roof – Local weather Management Air-Conditioning – a hundred Watt Audio System with A 6 CD Stacker – Anti-Lock Braking System (ABS) Step 2: Convert the Options into Benefits Now it’s time to have a look at the benefits – the true explanation why someone would by the Mazda RX8: – Twin Rotor Engine Produces 177 KW Most Power at eight,200 Rpm. Translation = It goes real quick! – 6-Pace Handbook Transmission; means its fun to drive. You’ll be able to pretend to be a race automotive driver whereas spinning down that windy mountain street. – Energy Sliding Glass Sun-Roof; means you possibly can exhibit and get a tan. – Local weather Management Air-Conditioning; means you may keep snug on sunny days. – 100 Watt Audio System with a 6 CD Stacker; means it sounds nice. – Anti-Lock Braking System (ABS); means it is safe and more forgiving for those who get carried away with that powerful engine. Step 3: Clarify and Elaborate the advantages Once you have the options and advantages on paper, creating your copy is solely a case of explaining and elaborating on the benefits. Exercise: Write one page of sales copy by yourself services and products. Simply get half dozen features on paper, convert them into benefits and your copy will virtually write itself. It’s best to have the ability to provide you with not less than one small paragraph per profit. In regards to the Author
Adrian Mullan is the writer of ‘The Internet Demystified’ halloween shirts and founder of WebDummy.com – a popular Internet advertising useful resource for small enterprise house owners.