Take a look at your sales pages. Whether physical pages or virtual web pages, read through them. Is what you're reading explaining the features of what you sell, or the benefits? Sometimes, the two tend to blur together. The most successful sales material focus more on the benefits rather than the features.
At it's most basic level, if you're leading your sales by describing your product's features you are describing elements such as color, dimensions, weight, etc. You are also likely describing what it can do. For example, a copy machine's features are duplexing, collating, and stapling. Great things that help support the value of the machine, but it's still selling features, not benefits.
Leading with benefits means illustrating your prospect in a scenario after the purchase. In our copy machine example, you might say "no more guessing which way to feed the paper to print on the back side" and "save time from mundane tasks (collating and stapling)."
When you are close to your product and live with it on a daily basis, it can be difficult to distinguish the features from the benefits. It comes down to identifying the problem your prospect is facing and then offering the solution. In our example, the problem is frustration in feeding the paper correctly and wasting paper when you guess wrong. The solution is the collating feature.
Most of the time, we like to promote our product in a positive light when we're in the pitching stage rather than repainting their problems. Therefore, once you've established that you identify with their troubles (likely in an ad or an invitation to learn more), quit dwelling on it and begin painting the scenario of life after the sale.
The best way to get started is to create a list of all the features of your product or service in a column. Then in a column next to each feature write the benefit that brings to the user. (We've included a free template you can download here.) Pepper the benefits of your product or service into your sales page and you have the makings of a great sales page.
Would you like a second set of eyes on your sales pages? Call us at 563-580-5657 and ask for a free content review!