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Tools to help identify features and benefits?

by davidmelamed
2 replies
I am trying to figure out how to look at a sales page, and extract just the features and the benefits and map them to each other. Preferably with a tool. Does anyone know of any tools out there that can crawl a site, and pick out the features and benefits?

Similar to the Dan Kennedy formula in one of his books of going through the yellow pages, looking at competitors ads, the features and benefits they promote and every time you see the same message put a check mark against it.

Is there a grammatical formula to how features and benefits are written (i.e. benefits start with action verbs and features are adjectives?)

Are there any copywriters who can help me nail down a formula or strategy for looking at a sales page and extracting the core features and benefits and possibly comparing it to other sites in the same industry?

A huge list of common benefits, and features, or words that sell well could help as well...

I am basically trying to approach a new industry and use a program to get a feel for the common triggers being used to sell.

Any and all insight into the grammatical makeup of features and benefits as well as copywriting tools out there that really help you figure out all the features and benefits of a product, or master lists of such words would be greatly appreciated...

Thanks,

David Melamed
#benefits #features #identify #tools
  • Profile picture of the author videolover7
    Sorry to say, David, you're spitting upwind. You'll have to do it manually.

    As you're reading through each sales piece, here's a fairly easy way to recognize features and benefits:

    Feature - what the product has
    Weak Benefit - what the product does
    Strong Benefit - what the product means to a customer

    VL
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    • Profile picture of the author davidmelamed
      Thanks Videolover7 for your prompt and helpful reply.

      I actually am not so afraid of spitting upwind, there is a certain security in doing the impossible (others are afraid to try and compete).

      Also, I am of the Dan Kennedy school of thought that, "you have to break a few eggs to make an omelet."

      I understand that I probably can't build a machine to replace the Human element needed, but If I can automate 70% of the process of and identifying of information, it would still serve a valuable function for me.

      I guess what I want to know if if there are lists available of "Power Phrases" of Grammatical structure of how benefits (or features) are "commonly" written, even html elements around how they are written on a website (i.e. in a header tag, or a bold or strong tag, or whatnot, I can try various extraction attempts until I find a blended formula that gets me from a to b)

      let me know if you have any insights or know any master lists of features, benefits, sales phrases, or anything that i can use to match up against website/sales letter/sales page copy to identify or even eliminate all the non- features and benefits...

      Thanks,

      David Melamed
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