Use Benefits To Increase Sales

When it comes to your website, the MOST important elements are the WORDS you use to sell your product.

People don’t come to a website looking for pretty pictures or funky design elements — they come looking for INFORMATION.

… That’s why you need to make sure to give them the information they need, in words that catch their attention and compel them to sign up for your opt-in offer or purchase your product.

Unfortunately, when it comes time to writing salescopy (the words on a sales site), so many website owners commit a FATAL mistake:

They focus on the features of their product or service — in other words, what it does, how it operates, or what it looks like.

However, good salescopy doesn’t focus on the features of the PRODUCT — it focuses on the USER, and how he or she will benefit from using the product.

The difference between a feature and a benefit is this:

A feature is something the product has or does, while a benefit is something it does for you.

A FEATURE is one of the components or functions of your product.

A BENEFIT is a way in which your product improves the life of the user.

… In other words, a benefit is an answer to the question, "What’s in it for ME?"

If that distinction is hard for you to grasp, just keep in mind that benefits are directly related to features. You can usually list all your features first and then go through your list and identify the corresponding benefits.

Here are some examples of features and their corresponding benefits:

• Feature: Deluxe Autowasher reduces use
• Benefit: You save money!

• Feature: You can wash, wax, and rinse with the same unit.
• Benefit: You save countless hours every month because it’s just so darned easy to use!

• Feature: Sturdy, polished stainless steel construction
• Benefit: Unit will last longer, so you’ll save $100s on replacement costs.

If you’re still having trouble distinguishing between the two, ask yourself this:

Did you buy a car with air conditioning just because it had air conditioning — or because it would keep you cool and comfortable on hot days?

Did you buy a minivan simply because it had anti-lock brakes and airbags — or because it was safer for you and your family?

Do see where I’m going with all this?

Benefits are not "quality and service" or "cheapest." They are the answer to "What’s in it for me?" or "Why should I keep reading?" or "How will buying this make MY life better?"

People don’t want shampoo — they want clean, great-looking hair. So shampoo companies have made their fortunes by stressing how their shampoo solves the problem of unmanageable hair, giving people shiny, healthy-looking locks.

By offering benefits instead of features, you will create a higher perceived value, which will translate into MORE SALES.

… And that’s a HUGE benefit for you!