Increase Sales by Extracting Benefits from Your Products and Services

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by Calvin Merrick

Your Customers and Prospects are selfish!

They are not overly concerned with the general operations and welfare of your company.

Customers and Prospects are basically concerned about one aspect of your product or service; "what's in it for me!" You and I are the same way when we make our own purchase decisions! It is simply part of the psychology of buying and selling!

Too many beginning and seasoned copywriters confuse "features" with "benefits"! Oh, they will say they understand the difference, but when it is time to present these benefits in writing, something comes up missing! It's usually the answer to the prospects question of "what's in it for me" - the BENEFITS!

So, what's the secret to writing compelling, "make-you-wanna-buy-now" benefits-filled copy?

I'll tell you; but wait, maybe we need to answer this question first: "What Exactly Are Benefits Anyway?"

Here is how a Webster's Unabridged Dictionary defines "benefit".

Here are some before and after examples to help make things clearer.

You write:

"This snazzy new car has air conditioning!"

The Customer thinks:

"Who cares, most do, but what do I get - what does my ego get?"

You should be writing:

"The AC in this snazzy new car provides the ultimate in comfort, why when everyone else slithers muggy and damp from their vehicles , you'll exit your automobile cool, dry and in control!"

Folks, there is no magical mystical secret combination that will make prospects want your product or service.  It has however, been proven time and time again that a compelling, well written sales letter that makes the prospect aware of the many benefits of that product or service will yield the results we all seek.

Here are two assignments that will help you become a master at benefits-based copywriting!

Assignment One:

Look at your products and services and start creating a Master List of all the ways it can benefit a buyer.  Then the next time you sit down to write a sales letter, have this list at your side and stuff as many of the listed benefits into your letter as possible.

Assignment Two:

When you receive business mail from other companies, go through their letters and brochures and high-light all the benefits you can find. Pay careful attention to how they are knitted into the sales letter. If any of the benefits match your products or services, re-write them and put them on your Master Benefits List.

You can also do the same with email. Print out sales letters that impress you and start high-lighting.

Do this on a continuing basis and you will become a master at writing "benefits-laden" copy that sells tons of products and services!