Today, one of our local customers visited us to review some sales copy he’d written for his new web site. Like many of our customers he was newly into the Niche Marketing business and wanted re-assurance that what he’d written hit the mark.
After reading the sales copy, there was an obvious problem. He had missed the point that he had to market the benefits and not the features of the product he was selling.
Benefits vs. Features
He had forgotten that people make buying decisions based on benefits not features.
This sometimes subtle but vitally important distinction is often the different between making the sale and ‘I read the text and then looked elsewhere’ reaction. It’s a mistake you often see on the Internet, particularly on the blogs and websites of smaller businesses.
It a fundamental part of marketing and holds whether you are advertising on the Internet, conducting an Niche Marketing campaign or using a more traditional land based / paper based approach.
People buy the benefits of a product or service. They are looking for
- How it will improve their lives;
- Solves their problem,
- What they will gain by owning or using it.
- What it will do for them.
- How good they will feel as a result of owning the product.
These are all the results of the benefit statements.
The last one is more complex but arguably one of the most important.
Watch some TV advertisments and see how they do it. Mainly by subtly depicting some sort of pleasure. A different medium but many of the marketing concepts can be translated into words or graphics that you can use.
Features on the other hand, describe the product or service in specific terms. It’s the type of detail you find in the details or specifications of the product or service.
For instance the Laptop I am using right now has a 70 Gigabyte hard drive. It has a duo core processor and 2 Gigabytes of RAM. They are the laptop’s features.
Statements like ‘Enough room to store all of your favourite movies and sound tracks’ or ‘More than enough power to run all of your programs and more’ are the laptop’s benefits. They are about what it gives me or what I’ll get out of owning it.
The benefits should be throughout your copy and in your page headline. The benefit statements should be prominent so they catch the eye.
From a marketing perspective, benefits are king but you shouldn’t forget to mention features.
If a potential customer has already made their mind up to buy a particular product, it is likely that they understand the benefits but may want clarification on a feature before placing the order.
So it is important to include both. For instance, going back to the example of my laptop, maybe I just want to make sure that in the future I can run dual screens. A VGA port for an additional screen is a feature.
The potential customer must be able to find all the information they need before they will press the ‘Buy’ button.
Example of benefits and features from a site that sells laptops
Although the laptop isn’t perhaps what you would personally buy, the example clearly shows the difference!
Share photos of your travels without waiting till you get home. Shop the world wide web without attaching any lines or wires. Learn through the latest technology without a technical manual. Play, relax, and entertain on the go with shock-proof design. Connect with friends and family with just a few clicks.
Processor: Intel Mobile
Memory: 512MB
Hard Drive: 2GB
Display: 7? (800×480)
Card Reader: SD/MMC
Battery: 4 cell
Interfaces: Headphone/Mic-in, VGA Port, 3 USB
WLAN: 802.11 b/g 10/100 Ethernet
Operating system: Linux (Preloaded) XP Compatible
We buy products to satisfy needs. If the product fulfils our need, then we have bought into the benefit that the product brings. How the product or service works is relatively immaterial.
Usually there is a primary benefit we look for when we make a purchase.
For example, maybe you need to write reports from different locations because of you job. So you bought a laptop because you needed a computer that you can use when you are on the move.
Before reading the laptop advertisement above, did you consider the other benefits described or did you think about them because they were mentioned and they became additional needs over and above your original buying criteria?
If you are writing copy from an Internet Marketing perspective, you should always think of all of the possible benefits that your product or service can bring to the prospective buyer and include them in your copy.
By doing this, you are educating the potential consumer by heightening and potentially expanding their needs and dependency on your product by making them aware of what other benefits they could enjoy.
If you are going to create needs in this way, make sure that you are fully conversant with your product and remember that the objective is for the potential customer to click on the buy button now!
You need to be careful to not overcomplicate the product by confusing the reader or making the product too hard to use because you’ve listed too many benefits or features!
You need to balance the equation carefully and always remember that this is about selling to them not about selling the product. A subtle difference!
People researching on the Internet always use words to describe what they are looking for. Well that’s an obvious thing to say and you’re right, but do we really use this fact to the extent that we could.
We know that niche markets have their own languages and we have to understand these various languages if we are going to market to individual niches in focused and successful ways.
We all use keywords and phrases in our blogs and web sites for the obvious SEO reasons.
You can give your sales page an edge in terms of being found and in meeting the potential customer’s expectation in those vital first few seconds before they hit the back button.
We have discussed how we can create needs from benefits. Another question is how many ways do potential buyers search for those benefits within the niche market?
Can you combine the key words and phrases into your benefit statements to increase the natural traffic to your sales page?
Can you phrase the benefits so that when a potential customer arrives at the sales page they immediately see a primary benefit?
If you can do both of these things, the likelihood of your page being found is greater from an SEO perspective and the page will be more ‘Sticky’ from the customer’s point of view.
Test your sales page.
Before you launch a sales page of any description, always test it. Discuss it with your mentor, ask another marketer, use a control group, use a bunch of friends and ask for their candid opinion.
If they were in the market for your product, would any of them buy the product based on what they can see?
Sales copy and particularly ‘squeeze pages’ have a different psychology behind them which means they have different considerations from the design point of view. Color, font, font size graphics and the overall layout make a huge difference to the pages sales performance.
Soft launch the page and route (Control group) traffic to it before carrying out any sort of major launch. Canvas their opinion.
In this phase, split test the page and tweak it until you find the combination that gives you the optimum performance in terms of conversion rate.
Time spent testing is never wasted!
We will be putting up a post that discusses the psychology of sales and squeeze pages shortly. In the mean time if you have any questions, please use the ‘Contact’ form and we will be happy to answer your queries. Tells us what you think is missing and we’ll add it to this post!
