In reviewing sales pages and follow-up emails for clients last week, I noticed the same issue coming up again and again.
I saw a lot of energy put into explaining the “who, what, where, when and how” of their programs, retreats and coaching packages — but I wasn’t getting much of the WHY!
There’s an old sales adage that you may have heard. It goes, “Features tell, benefits sell.”
There’s no better real-world example of this adage in action than when Apple announced the first iPod. There were already MP3 players on the market, so why was Apple’s so powerfully received?
The biggest win was the way Apple marketed the iPod’s value.
Instead of touting the iPod’s 5GB of storage, Apple simply said: “1,000 songs in your pocket.”
Most consumers didn’t know or care what a gigabyte was — but they went wild when they understood how much of their music library could be carried around in their pockets!
Think about consumers buying beds or cars. For most, the technology, specs and other details don’t really matter — they want a good night’s sleep and a smooth, safe ride.
The same goes for your products and services. Don’t make the mistake of spending too much time on features and not enough on benefits.
As an example, I could say to you:
“I am so excited to invite you to my sales workshop for entrepreneurs on September 19 in New York. I’m going to teach you my proven methods for finding potential clients and turning them into paying customers.”
Ok, it’s not terrible — but what if I answered the question, “So that you can… what?”
“I am so excited to invite you to my sales workshop for entrepreneurs on September 19 in New York. I’m going to teach you my proven methods for finding potential clients and turning them into paying customers, so that you can easily have consistency and financial abundance in your business!”
With this, I’m sharing that the workshop will promote ease and consistency with finding clients and driving revenue — two things my ideal clients eagerly seek.
The next time you’re speaking with a potential client, writing sales copy or simply chatting about what you do, I challenge you to catch yourself when you’re sharing a feature and turn it into a benefit by answering the question:
“So that you can… what?!”
Here are a few more examples to get your wheels turning:
1. Example of a feature: “I’m hosting a 3-day intensive retreat for women who want to reconnect with their inner wisdom.”
With the benefit: “I’m hosting a 3-day intensive retreat for women who want to reconnect with their inner wisdom, so that they can bust through what’s holding them back and live the lives of their dreams!”
2. Example of a feature: “Join me for a half-day workshop to better understand your finances.”
With the benefit: “Join me for a half-day workshop to better understand your finances, so that you can finally stop being afraid of money and plan for the life you want!”
Share with me! Drop a comment with what you’re creating in the world and how it’s benefitting your clients and customers.