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How To Turn Boring Facts Into Exciting Benefits

by Pete Godfrey · 8 comments

How To Turn Boring Facts Into Exciting Benefits

I often get asked about the features of the product. Especially features of a technical nature. “Surely you’ve got to mention the features, not just the benefits?” they ask.

And my answer is YES, of course you do.

You need to explain the features of your product so your customers know what they are actually getting. But you do it in an exciting way. You let them know what these features mean to them (benefits) and what they’ll feel about experiencing these benefits.

But the REAL question these people are asking is:

“How do I stop getting bogged down in the copy when I have to mention a lot of technical stuff?”

That’s the real question they finally get to asking.

That’s what they really want to know.

And it’s a damn good question too. That’s why I spend time on this at my Copywriting Intensives; because it’s an important concept to understand.

But for now, here’s something to keep in mind.

When you read the copy out loud, you’ll find there are certain parts of your letter that slow down, that lose the “Greased Slide” effect.

Many times this is where you’ve introduced your technical info, and your fast paced copy comes to a screeching halt.

So here’s a tip…

Watch out for Technical jargon: Just because it’s technical, doesn’t mean it has to be boring. You have to rewrite in everyday English.

Here’s an example so you get the idea…

FEATURES: Widget is small (5cms by 3cms), Widget is light (20 grams)

COPY:

Just 5cms by 3cms, and weighing only 20 grams,
this handy lightweight widget fits snugly in your pocket.

ANALYSES:

There’s a lot going on in this one sentence.

  • I’ve let them know the features: 5cms by 3cms, 20 grams
  • I’ve used powerful adjectives: Just, Handy, Lightweight
  • I’ve used powerful Verbs: Fits, Snugly (Yes I know “snugly” is an adverb and I try and stick clear of them. But it fits here.)
  • I’ve painted a picture in my prospect’s mind: Fits snugly in your pocket. This makes it instantly identifiable… the prospect gets instant clarity. He can see it!
  • It’s active: I’m not saying: this handy lightweight widget would fit snugly in your pocket. No, that’s passive writing and doesn’t engage the reader. I say: this handy lightweight widget fits snugly in your pocket. This makes it happening now, in the present, as if the prospect already possesses the Widget. It’s assuming the sale, another BIG subject I cover at my Copywriting Intensives. (It’s these small but significant changes that make the difference between okay copy and the world-class copy that brings in a truckload of money. It’s one of the reasons I get paid the BIG bucks.)

Put it all together and I have turned what could have been a dull moment in the copy, into a benefit filled experience.

So what’s the lesson here?

Strive for instant clarity in your copy.

Strive to make clear what the technical stuff means to the prospect.

For now, I’m outta here… enjoy your journey.

Cheers,

Pete

P.S. One mistake I see all the time in copy is the lack of features. It’s like the copywriter is so focused on benefits, so focused on what the features mean to the prospect, he or she forgets to mention the damn features.

BIG mistake.

If it’s a 38-page book you’ve got to tell them. If it’s a downloadable product you’ve got to tell them. If you’re selling a widget then you’ve got to let them know the size of the thing. Sure, you turn features into benefits; that’s copywriting 101. Just don’t forget to mention the features in your excitement to get all the benefits down.

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About The Author

Copywriter, Sales Strategist - Pete GodfreyPete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook

{ 8 comments… read them below or add one }

David Krauter April 16, 2012 at 11:01 am

Good Shit! Very timely post mate. That’s the beauty of your blog… I’ve done all your courses and all the other eduction I’m obsessed with… but your posts remind me of the stuff I tend to forget about… the little things that make promotions pop.

Cheers.

Reply

Pete Godfrey April 17, 2012 at 6:19 am

Well Dave, you are definitely obsessed man… in a good way of course!

Reply

Peter B Butler April 16, 2012 at 11:11 am

Peter,

Damn good timimg on this buddy. I’ve been wresting with the ‘education’ part of my copy which is a big part of our point of difference. This brings it into perspective, thanks.

Reply

Pete Godfrey April 17, 2012 at 6:20 am

Glad to help out mate…

Reply

Adam Bean April 16, 2012 at 12:48 pm

Hey Pete

Fantastic way for getting the benefits across, without getting to technical. Love the way you painted a picture as well, if someone can see themselves using your product, then you are well on the way to a sale.

Another classic example was the iPod when they brought it out…. 1000 songs in your pocket. Simple but effective!

Cheers Beanie

Reply

Pete Godfrey April 17, 2012 at 6:23 am

Exactly. Gotta paint vivid pictures in your prospect’s mind.

Another way of getting the prospect to ‘see’ your product, is to compare what is known, to what is unknown (your product). (I just finished an article on this for this month’s Emotional Ad Writing & Marketing Letter.)

Reply

Chris Edmonds April 17, 2012 at 3:02 pm

The Wizard of words, You have done it again…

Writing about Realestate, 99% of adverts or even editorials you read are saturated with features and features only. “Brick house with grass outside and a window in the kitchen” ‘that’s exciting!’

Constantly reading these I find myself bogged down in features too often myself. So this has definately been a great reminder! Thanks Pete!

Cheers,
Chris

Reply

Pete Godfrey April 18, 2012 at 9:37 am

Chris, your Real Esates ads should be rocking by now! Well done!

Reply

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