Are Your Benefits *Really* Benefits?
One of the biggest mistakes I see other marketers make is in their copy and the positioning of their overall offer...
The single biggest mistake that non-marketing-wise business owners make is the focus on FEATURES instead of BENEFITS. Then educated business owners that become decent marketers (or at least think they are) learn to make the distinction of putting their marketing focus into the benefits of what it is they sell, BUT...
I see many marketers (especially online) missing the boat when it comes to using benefits.
One of the greatest copywriters on the planet, John Carlton, teaches a very powerful concept... he calls it the "benefit within the benefit."
For example, if you sell a product that teaches someone how to make money (such as with a stock trading product or real estate investing or business opportunity, etc.) the benefit really ISN'T "making money."
The true benefit for your prospect is about what having that money will do for them.
The focus of your marketing should be all about...
How Will What I Am Trying To Sell Make My Prospect's Life BETTER?
So for this example of selling a product that teaches someone how to make money, the true benefit would be buying a new car, being able to go on a nice vacation, being able to afford a new HDTV set for their home, buying a new boat, a Rolex watch, or maybe even just being able to afford to go to eat at a nice restaurant. Those are the benefits of your offer. THAT is how your prospect's life will potentially be better if they buy what it is that you have to sell.
Let's take another example...
Let's say you sell an infoproduct that helps people cure back pain.
Is the actual benefit "no more pain"? Well, Yes, of course, but that's not honing in on the real "benefit within the benefit." The benefit within the benefit of no more pain would be being able to sleep all the way through the night without tossing and turning because of the pain. Being able to ride in a car with a friend for more than 15 minutes without having to get out of the car to take a break because of the pain. Being able to bend over and pick up your grandchild and see the smile on their face. Being able to play tennis with your best friend again. Etc. etc.
THOSE are the real benefits of what it is that you are trying to sell. The better job you can do of expressing those "benefits within the benefit" to your prospect the more you will sell -- GUARANTEED.
Comments
Hey John,
Thanks for sharing that with us and I totally agree.
I've actually tested a few of the things you were saying a little while ago and I found the same thing you were mentioning there.
As soon as I started mentioning the "benefits within the benefits" rather then just the benefits (although I think some of these were actually features not benefits) my prospects seemed to become a lot more responsive.
So John thanks for reinforcing that and for giving me some more ideas of things to do.
Posted by: Dwayne | December 12, 2004 09:51 PM
Great stuff!
Posted by: Toby | December 14, 2004 09:51 PM
You make it sound so obvious, yet I ask myself "Why couldn't I think of that?"
Posted by: William | December 15, 2004 06:29 AM
This totally works and it IS amazing how many people don't get this concept...but I think the reason they don't get it is they don't understand their target market.
Many people have absolutely no clue what motivates their market; what their dreams or needs are. Or they try to sell to such a wide market, they can't possibly figure out the benefits within the benefits...because they're just trying to make everyone happy.
The tighter your market and the more you understand them...the easier it is to sell to them.
Posted by: Alice | December 15, 2004 01:55 PM
Hi John,
When are you launching the monthly subsciprion?
I signed up for the notification but never got any response?
Thanks
Jim
Posted by: Jim | December 16, 2004 01:21 PM
John,
Thanks for reminding me of one of the most critical parts of writing killer copy...
For those of you who don't know it, John Carlton IS THE MAN, when it comes to downloading insane money-making, copywriting secrets directly into your nervous system in record time... PERIOD. Join his insider club today... Your are losing HUNDREDS OF THOUSANDS IF YOU DON'T!
John, I can't wait for your new membership club... It's gonna rock!
Matt
P.S. I wish everyone the most profitable year of your life, on all levels in 2005!
P.P.S. John... I want to thank you AGAIN, for making 2004 the most profitable year of my life by 10X!!!
Posted by: Matt Gallant | December 17, 2004 02:53 PM
I think the 'no secrets' attitude is coming from all the re-hashed common knowledge being sold as the latest secret breakthrough.
You need to listen to the right people, those that are continually testing new ideas. Those are the people that have the current secrets. Look for the one secret you're not aware of.
Posted by: Mark Saville | December 20, 2004 11:36 AM