February 9

Simple Writing System: Sell the Benefits 2


JC-SWS-imageIn this video clip, John Carlton explains the difference between features and benefits for marketing a product or service. This is point 4 of his Simple Writing System.

His comments:

When you think about benefits, think about things like feeding the greedy animal inside, or solving basic Maslow Hierarchy of Needs type of things.  “This will make you feel energized”, bringing the family back together, filling the voids in people’s lives.  Calming fears, bringing sustenance where there was nothing there before.  Charles?

Being able to go where you want without missing any alerts…

No, that’s a feature.  Let’s use that as an example.  What is the benefit of being able to go anywhere and not missing an alert?

To me, the online alert is the feature and the ability to travel without missing anything is the benefit.

Do you see how this changes it slightly?  The feature is “you’ll never be away from an alert”. What is the advantage of that?  What is the benefit of that?

So you might say something like “Last Monday, when a lot of people were stuck in traffic on the 405, something happened that presented one of the best opportunities in the last 5 years in futures, and what would have happened is your cell phone would have rung, and blah, blah, blah.  Make sense?

For more information about the Simple Writing System, go to:  www.SimpleWritingSystem.com

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