Features and Benefits: Selling Your Products The Right Way
I want you to pull up your web site and read through it with new eyes. Your job in an online business is not to build stunning websites online.
As you look at your site, imagine you are visiting it for the first time. If you are like most visitors, you have only one question – what’s in it for me? That’s what your visitors want to know. Let’s take my new home study course as an example. I could go on about the three CD-ROMs, the great manual for getting started quickly, all of the tutorials, including six hours of video and eight hours of audio training, and on and on through the whole list of features.
Big deal. Chances are, you don’t care. And why should you? As a busy consumer, you want to know, “What can this course do for me? How will it improve my life?”
By asking those questions, consumers are looking for benefits, not features. What happens if I try a different approach? I can teach you how to:
- Find profitable niches
- Make $2000 dollars in an Internet business;
- Get your website on the Internet;
- Choose the right kind of website for your product;
- How to choose a domain name and web hosting
- Find new customers every day;
- Create a shopping cart to make buying easier;
- Make Money recommending other products;
- Give your website a professional look.
That sounds more appealing, doesn’t it? Even then, though, I’m missing the main point of my sales letter. I’m offering good information to my clients, but I’m not telling them how this course will help them.
Take a moment to envision your customer. Ask yourself a few questions:
-How will watching video tutorials about building web sites help them spend more time with their families?
-How will listening to audios on the secrets of Internet marketing help them get out of the crushing debt they are facing every day?
- How will listening to these audiotapes, full of Internet marketing secrets, help them reduce their debt?
If you take time to know your customers, you learn what drives them. For example, customers interested in my home study program want to be self-employed. They want to be free from debt, with enough cash to follow their passions. They want a better life for their children, teaching entrepreneurial skills for life long independence. You probably share some of these dreams.
What exactly is the point of studying your customers? How can the information help you to make $2000 dollars in an Internet business? Let me explain.
You may list features on your web page, but you sell benefits. The features of a wedding ebook are that it is 67 pages long, that it contains interviews with caterers, pastors, wedding coordinators, and florists, etc. Or that it comes with a money- back guarantee.The benefits of this wedding e-book are that your wedding will be beautiful, that you will not spend money needlessly, that you will save money, that you will be the envy of all your friends and that your wedding will be as unique as you are!
The next time you’re watching TV, pay special attention to the advertising. Car commercials are a great example of this. Auto manufacturers rarely talk about the undercoating, gear ratio, paint job, or other features. Instead, they sell the benefits. The wind in your hair, the exhilaration of speed, the great feeling you get from driving their car.
They are not selling the car. They are selling how you will feel in the car. They are selling how you will look in the car. The only thing missing in those commercials is the man driving up to his high school reunion and getting gawked at by all the beautiful women that wouldn’t go out with him 20 years ago!
I’m not saying you have to go that far. But I am saying that your website better answer the question, “What’s in it for me? How will this e-book benefit me? How will this course benefit me? How will this video benefit me?”
I can show you how to make a web site, but so what? I have to show you how that course will benefit you. How it will create passive income so you get out from under that mortgage. How it will create a stream of income that may replace your day job over timet o that you can have more choice in when you spend time with your family. Or how it will teach your children a skill that will allow them to pursue their passions in life, combining work and passion.
Now that is a concept!
Stephen Beck teaches businesses how to build sites that sell . For a free CD explaining the steps for a profitable online business, visit Start Home Business right now.
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