Chapter Three: Exploit Your Product's Benefits Flashcards
key to success
fully understand all the benefits of the product
benefits
The benefits are how the product will help the customer.
Benefits
*betterment
*gain
*godsend
*perk
features vs. benefits
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questions to think on if I were the customer
What would you look for in the product? What would you want the product to help you do or do for you?
To ensure benefits section of your copywriting outline is comprehensive
Who, What, Where, When, Why, How
Use descriptive and influential words
“Let yourself indulge in our mouthwatering entrees and decadent desserts” vs. “We have delicious food”
Create experiences for the customer
Appeal to five senses–smell, taste, touch, sight, and sound.
Don’t use words like these:
*Amazing
*Remarkable
*Outstanding
*Incredible
*Extraordinary
*No hassle
*No risk
(too good to be true words)
Emotional triggers
*Fear (“Don’t get left behind”)
*Competition (“Be the envy of your neighborhood.”)
*Desire to be a leader (“Everyone in your neighborhood will want to try your new gas grill.”)
*Desire to be trendy or cool (“Now you too can get the hottest new car in Hollywood.”)
*Need for instant gratification (“Drive home today in your new car”) (sense of urgency)
*Desire for more free time (“Now you can wash your car in half the time.”)
*Feeling of guilt (“For the cost of one cup of coffee per day, you could feed a hungry child for a year.”)
*Desire for trust (“You’ll get an honest estimate with no hidden charges.”)
*Desire to belong to a group (“You’re part of the family at Mama’s Diner.”)
*Desire to get a good deal sufficient value in return for $ spent (“If you find a better price for the same product, we’ll match it.”)
Using descriptive language to sell the benefits of your product as well as appealing to your customers’ ______________________ will help you create successful copy.
emotions
Appeal to benefits, not features.
“Choose Green Lawn Care, and you’ll never see another weed again.”
Appeal to benefits, not features.
“Put your scale away! Drink low-carb Smooth Lite Beer and avoid those unwanted pounds without sacrificing the taste you love.”
Appeal to benefits, not features.
“Your hair will grow fuller, shinier, and healthier than ever before thanks to a special ingredient in Healthy-U Vitamins called biotin.”
Appeal to benefits, not features.
Timex: “Takes a licking and keeps on ticking.”
