Benefits are the meat of all online advertising copy. What exactly can you do to make your customer’s life easier, better, or more enjoyable? What crucial problems do they have that you can solve? What do they desperately want that you can deliver? How can your product make them feel recognized, special, or appreciated?
Here are the two best ways to build an all-encompassing list of benefits. First, write down all of your customer’s main concerns. Price, performance, quality, reliability, efficiency, delivery, availability. Then state each of these in terms of a benefit your product delivers.
Next, take the list you compiled of every feature, fact, and figure. How do these translate into benefits? Use the examples I gave you earlier as a guideline for restating features/facts/figures as benefits.
Once you’ve completed your list of benefits, put them in order. Prioritize them according to how important they are to your customer. Then choose the benefits that are the most important – that will really compel your customers to do business with you.
The most compelling benefits are the ones you’ll stress in your sales copy. Showing your customers how they can save time or money, achieve a worthwhile goal, avoid or solve a crucial problem, and make their lives easier and better is what sells products and services.