Do you want to buy a weight loss pill? Or do you want to buy the feeling of dropping a shirt size because of the weight loss pill?
Did you sign up to sell products for your company because they have an easy-to-use website? Or did you sign up because you want to be able to work from home, have extra spending money, or buy a new car?
As they say, “Features Tell. Benefits Sell.”
What the heck does that mean? It means that when someone is thinking about buying something, it’s not the features themselves that will push them to open their wallet. Yes, features are great. But what makes people buy is the feeling that they get from the product and its features.
When you’re talking about your products, keep this in mind. For example, if you’re showing off a bracelet that is for sale, don’t focus so much on features like size/dimensions, materials, etc. Spend your time talking about how glamorous you feel with that bracelet on your wrist. Talk about how three different people in one restaurant stopped you to tell you how pretty it is.
Obviously features have a time and place, but that doesn’t mean they should be your main selling point. People want to buy the good feelings that come from the benefits, not the benefits themselves.
Keep this in mind next time you’re typing up an email or social media post. It may take some practice, but it’ll be worth the effort.
P.S. If you haven’t yet signed up for the People Marketers Introduction to Email Marketing training, I am currently offering a 40% OFF DISCOUNTwhen you use code NEWSIGNUP at checkout. Yes, FORTY PERCENT OFF. That puts the cost UNDER 20 BUCKS. Soooooo cheap.