Selling benefits not features
I'm a software engineer and a geek at heart which means I'm anal retentive. As a result I can write "good" English but my ability to write good copy, especially good sales copy is very limited.
As an exercise I've been trying to rewrite feature sells into benefit sells and I'd like some input on what everyone thinks of my approach.
Please note, I suck at this so if your opinion is "that's rubbish" I'd like to hear it but I'd also like to hear why.
Let's take a benefit from a recent project of mine as an example. The software lets you put video on top of someone else's sales page that you are affiliate selling. There's absolute no link to this software from this post or my sig etc so I hope no one minds me using a real example that's IM based.
Where I started -
- Place video on top of the sales page you affiliate marketed.
This is a good feature. Someone looking to be able to do this is probably now sold but it doesn't really sell the benefit. So I tried again -
- Tell people how good the product is by putting video on top of the sales page you affiliate marketed.
Better but it still seemed like a feature more than a benefit.
- Increase your conversion rate by putting videos on top of the sales page you affiliate marketed.
Better but a bit dry so ... with a bit more jazz.
- Explode your affiliate sales by putting your own video on other people's sales page. Literally tell your customer why they should buy!
All thoughts greatly appreciated.
Cheers,
Andy
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