| Understanding the difference between
| |
| | you'll save time by not having to
|
| features and benefits is a crucial step
| |
| | constantly look up people you call
|
| in building a site that sells.What's the
| |
| | frequently.Step 3: Explain and Elaborate
|
| difference?* A FEATURE is an attribute of
| |
| | the BenefitsOnce you've established the
|
| a product; for example, power steering on
| |
| | benefits of your product or service, you
|
| a car would be a feature.* A BENEFIT is a
| |
| | can begin writing your sales copy. This
|
| way that a product or service solves a
| |
| | is done by simply elaborating on the
|
| problem.A computer system running at 3GHz
| |
| | benefits you've identified.Here's the
|
| is a feature. The benefit of a 3 GHz
| |
| | final copy we've created on the Nokia
|
| computer is that your applications will
| |
| | phone, all taken from the six original
|
| run faster - therefore saving you time
| |
| | features we started with.Introducing the
|
| and money.Gold plated audio cables are a
| |
| | Smart and Sexy Nokia 6800The new Nokia
|
| feature. The benefit is that you'll enjoy
| |
| | 6800 takes stylish gadgets to the next
|
| crystal clear sound.Power steering is a
| |
| | level.Nokia's latest mobile phone
|
| feature. The benefit of power steering is
| |
| | features a stylish magnesium alloy casing
|
| that it makes the car easy to park and
| |
| | that's sure to make you the envy of all
|
| more comfortable to drive.Does this make
| |
| | your friends.The high resolution full
|
| sense?Features are often confused with
| |
| | color display means that text messages
|
| benefits, so it's vital that you
| |
| | are easy to read (no squinting) and
|
| understand the difference. People buy
| |
| | photos are crystal clear.And you know how
|
| because of benefits - not features.For
| |
| | Murphy's Law dictates you never have a
|
| example, did you really buy that new home
| |
| | camera when you actually need one?
|
| entertainment system because it had '5.1
| |
| | Problem solved! The 6800 has an in-built
|
| channel surround sound'; or did you buy
| |
| | camera so you'll never miss an important
|
| it because you wanted to enjoy the
| |
| | moment.But the 6800 isn't just good
|
| atmosphere of a cinema in your
| |
| | looks; it has brains as well.A built in
|
| home?Features generally talk about the
| |
| | infrared module means you can save hours
|
| characteristics and technical aspects of
| |
| | by instantly transferring your PC address
|
| a product or service; whereas benefits
| |
| | book to your phone. The one touch
|
| talk about the value a customer derives
| |
| | transfer button means you'll always be up
|
| from a product or service.In any
| |
| | to date.And if you're like most people,
|
| purchase, there are two forces at work;
| |
| | you probably have a handful of friends
|
| emotion and logic.When a teenager spends
| |
| | you call all the time - so instant speed
|
| $200 on a new pair of Nike shoes, it's
| |
| | dial buttons are a must.
|
| not because they want the latest in
| |
| | Speed dial also comes in handy when
|
| aerodynamic sports design (logic) it's
| |
| | you're on the road (no more fumbling to
|
| because they want to look cool and fit in
| |
| | find that phone number between traffic
|
| with their friends (emotion).When women
| |
| | lights).You'd expect a phone with this
|
| buy expensive face cream, it's not
| |
| | many features to be a tad on the bulky
|
| because the scientifically designed micro
| |
| | side, but the Nokia phone is no brick -
|
| beads exfoliate the skin (logic) it's
| |
| | the innovative design means it's small
|
| because they want to feel good and look
| |
| | enough to fit in your shirt
|
| younger (emotion).Benefits appeal to the
| |
| | pocket.Example 2: Mazda RX 8 Sports
|
| emotional side of people, which is why
| |
| | CarStep 1: Isolate the Features- Twin
|
| all purchases are driven by the benefits
| |
| | Rotor Engine Produces 177 KW Maximum
|
| of a product or service, not the
| |
| | Power at 8,200 Rpm
|
| features.
| |
| | - 6-Speed Manual Transmission
|
| Separating the Features from the
| |
| | - Power Sliding Glass Sun-Roof
|
| BenefitsThere are three steps to creating
| |
| | - Climate Control Air-Conditioning
|
| benefit orientated sales copy,
| |
| | - 100 Watt Audio System with A 6 CD
|
| namely:Step 1: Isolate the features of
| |
| | Stacker
|
| your product or service
| |
| | - Anti-Lock Braking System (ABS)Step 2:
|
| Step 2: Convert the features into
| |
| | Convert the Features into BenefitsNow
|
| benefits
| |
| | it's time to look at the benefits - the
|
| Step 3: Explain and elaborate on the
| |
| | real reasons why someone would by the
|
| benefitsLet's go through a few examples
| |
| | Mazda RX8:- Twin Rotor Engine Produces
|
| so you get a better feel for how the
| |
| | 177 KW Maximum Power at 8,200 Rpm.
|
| process works.Example 1: Nokia 6800
| |
| | Translation = It goes real fast!- 6-Speed
|
| Mobile PhoneStep 1: Isolate the
| |
| | Manual Transmission; means its fun to
|
| FeaturesHere we are looking for the
| |
| | drive. You can pretend to be a race car
|
| attributes of the product, which are:-
| |
| | driver while spinning down that windy
|
| Unique and Innovative Design
| |
| | mountain road.- Power Sliding Glass
|
| - High-Resolution Full Color Display
| |
| | Sun-Roof; means you can show off and get
|
| - Compact Size
| |
| | a tan.- Climate Control Air-Conditioning;
|
| - Camera to Take Snapshots
| |
| | means you'll stay comfortable on sunny
|
| - Synchronize Data by Linking Directly
| |
| | days.- 100 Watt Audio System with a 6 CD
|
| to Your PC
| |
| | Stacker; means it sounds great.-
|
| - Speed Dial for up to 9 NamesStep 2:
| |
| | Anti-Lock Braking System (ABS); means
|
| Convert the Features into BenefitsNow
| |
| | it's safe and more forgiving if you get
|
| that we've identified all the features,
| |
| | carried away with that powerful
|
| it's time to associate each feature with
| |
| | engine.Step 3: Explain and Elaborate the
|
| a corresponding benefit.The Nokia 6800
| |
| | BenefitsOnce you have the features and
|
| Mobile Phone features- Unique and
| |
| | benefits on paper, creating your copy is
|
| Innovative Design: which means the phone
| |
| | simply a case of explaining and
|
| looks cool and stylish.- High-Resolution
| |
| | elaborating on the benefits.Exercise:
|
| Full Color Display: which means the text
| |
| | Write one page of sales copy on your own
|
| is easy to read and the images are sharp
| |
| | products and services. Simply get half
|
| and clear.- Compact Size: which means the
| |
| | dozen features on paper, convert them
|
| phone is small enough to fit in your
| |
| | into benefits and your copy will
|
| pocket.- Camera to Take Snapshots: which
| |
| | virtually write itself.You should be able
|
| means you'll never miss an important
| |
| | to come up with at least one small
|
| moment if you forget to bring your
| |
| | paragraph per benefit.Adrian Mullan is
|
| camera.- Synchronize Data by Linking
| |
| | the author of 'The Internet Demystified'
|
| Directly to Your PC: which means you'll
| |
| | and founder of - a popular Internet
|
| always be up to date and save time by not
| |
| | marketing resource for small business
|
| having to input contacts one by one.-
| |
| | owners.
|
| Speed Dial for up to 9 Names: which means
| |
| |
|
