A Simple Shortcut For Writing Irresistible Benefits
November 23rd, 2009 | 
Author: A Simple Shortcut For Writing Irresistible Benefits
Do you know if youre promoting features or benefits in your marketing materials?
The answer to this question plays a significant role in the effectiveness of your marketing message.
While features are facts benefits explain why facts are important. Its these benefits that target your prospects emotions a key factor in selling situations.
People buy for emotional reasons first. Then they look for facts to validate the purchase.
When you only use features in your marketing materials you ignore the real reasons why your prospects need your product or service.
An easy way to write responseboosting benefits is to follow your features with the words so that. You can physically write these words or just say them mentally.
Heres a basic example: Lets say youre promoting a computer monitor with a 19inch screen.
Your primary feature or fact is the 19inch screen. With a little research you can quickly create benefits especially when you understand your prospects needs.
Maybe studies show a 19inch screen is the optimal size for reducing eye strain. One benefit might be
The computer monitor screen is 19 inches so that you can reduce eye strain by up to 57.
But why stop with just one benefit? Youll discover even more powerful benefits when you use so that multiple times.
you can reduce eye strain by up to 57 so that you can diminish the times you experience blurred vision neck pain and fatigue so that you can work more comfortably so that you can complete more projects in the same amount of time
A description only touting a computer monitors screen size does little to target a prospects emotions. However once benefits are added to the copy prospects learn why they are better off purchasing the product.
Below is an example of a benefitoriented sentence pulled from a Sleep Number advertisement I recently saw online.
The feature is the Outlast Adaptive Comfort material. The materials benefit or the so that is that it warms and cools to keep you comfortable through the night.
Here are more examples from an advertisement for Amazons new Kindle wireless reading device:
- Revolutionary electronicpaper display feature provides a sharp highresolution screen that looks and reads like real paper benefit.
- Wireless connectivity feature enables you to shop the Kindle Store directly from your Kindle whether youre in the back of a taxi at the airport or in bed benefit.
- Unlike WiFi Kindle utilizes the same highspeed data network EVDO as advanced cell phones feature so you never have to locate a hotspot benefit.
- Email your Word documents and pictures .JPG .GIF .BMP .PNG to Kindle feature for easy onthego viewing benefit.
- No monthly wireless bills service plans or commitments we take care of the wireless delivery feature so you can simply click buy and read benefit.
Give the so that technique a try the next time you need to transform your facts from features to responseboosting benefits. This simple shortcut is certain to increase your prospects interest while generating more sales.
Without an effective headline the likelihood of prospects seeing your benefits is slim. In fact studies show up to 80 of people wont read past the headline on a marketing piece. My seminar recording The Easiest Ways to Write EyeballGrabbing Headlines for Your Marketing Materials tells you exactly how to appeal to your prospects interests and keep them reading. Give me just 45 minutes and I’ll reveal how you can instantly ignite the selling power of your advertisements websites brochures articles reports and even emails. Visit http://www.writewaysolutions.com/pdf/seminar.doc to find out how.
About the writer: Tom Trush is a commercial copywriter for Write Way Solutions http://www.writewaysolutions.com in Phoenix Arizona. You can view more free copywriting and marketing articles on his blog at http://www.tomtrush.blogspot.com.
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