What’s the Difference Between Features and Benefits?

By , Love-Based Biz Strategist and Copywriter

Solo-E Certified Solo Entrepreneur Expert

Michele Pariza Wacek (Michele PW) - Love-Based Biz Strategist and Copywriter

“Hi Michele,I’m working on getting my head around the difference between features and benefits. You explained in Conversion Secrets that If you’re talking about the features of a red pen, you say “the pen is red.” If you’re talking in benefits, you say ” the pen is red so if I drop it in my purse I can find it easily.”

The features of my business:I help you follow-through, by getting you to do the stuff you say you want to do but can’t seem to get yourself to do. <—-That’s red pen talk, right?

The benefits: When you actually do what you say you want to do you feel a huge sense of pride. You actually achieve a goal you set out to achieve. You actually take the steps that were necessary to create the income you wanted to create? I’m not getting how to write the benefits very well. Would you help me apply this better? I can see that it’s important but I’m not quite grasping it.

Thank you so much,Rachel, ProNagger.com”

Hi Rachel — this is a great question. And you’re close on the benefits, but let me give you another way to look at it.

It can be easier to tie benefits to the pain your ideal clients are having or what’s keeping them up at night. So while yes they undoubtedly will feel a sense of pride once they finish their to-do list, they aren’t laying awake at night wishing they felt pride because they were getting things done.

So my first question to you is what’s keeping your ideal clients up at night? What’s the pain they’re having they are willing to pay you to solve? What’s the transformation they’re looking for?

If they struggle to stay focused are constantly stressed about not getting things done, you can paint a picture for them where they can imagine themselves staying focused effortlessly, their to-do list gets shorter, their business grows and they feel at peace.

Considered one of the hottest direct response copywriters and marketing consultants in the industry today, Michele PW (Michele Pariza Wacek) has a reputation for crafting copy and creating online and offline marketing campaigns that get results. Michele is also a national speaker and the bestselling author of the “Love-Based Copywriting" books that teach people how to write copy that attracts, inspires and invites. She has also completed two novels. Grab your FREE Love-Based Biz Kit

© Copyright 2012 Michele Pariza Wacek (Michele PW)
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