How to Convert More Visitors with Benefits (Not features) in 3 Easy Tips
For those looking to convert more visitors into subscribers or customers (or both)
Are you finding it frustrating that your visitors are not sticking around?
While getting comfortable with researching topics, drafting outlines, and creating compelling articles, converting visitors is definitely one hurdle that many website owners, solopreneurs, and bloggers face.
Curiosity-inducing headlines are vital to getting your content noticed and leading visitors to click onward.
See, if you are not creating a headline that intrigues or piques serious curiosity, it will become difficult to convert readers into subscribers or customers.
An easy way to accomplish this is to focus on benefits, not features, regarding your advice, services, or products.
What is the difference between Features and Benefits?
Let’s begin with some vocabulary definitions.
Features are the technical aspects of a product, service, or website.
I can feel your attention drifting; stay with me.
Features are what you are getting with a purchase.
Say you’re buying a car, and a feature of that car would be a backup camera. Or for a website, how to reduce body fat, or a kindle is made of plastic.
Benefits are specific advantages of purchasing the product, service, or what a website can offer.
How can the purchase improve the visitor’s life? Will the product make the customer feel good?
Will the service improve someone’s click rates? Will the topic on the website make me feel smarter?
A simple copywriting tactic will include the features of whatever you’re writing about, but the essential focus is on the benefits.
“A great product isn’t just a collection of features. It’s how it all works together.” Tim Cook
“Sell the benefits, not your company or the product. People buy results, not features.” Jay Abraham.
“Learn not to add too many features right away, and get the core idea built and tested.” Leah Culver.
Carving out benefits.
Here are some tips to get those benefits front and center
1. Reveal the solution to a problem most people in your target audience have. As humans, we love to know what we will get out of something before we take action.
So letting your reader know what they are getting. In this case, a solution to a problem-they may continue to read/buy.
- Understand how you can make them feel good about resolving or fixing their issues. Good American is incredibly successful at making you feel good about your purchase.
Their brilliant “Fits Everybody” Jeans make you feel your $100 plus dollars were worth it because regardless of what is going on in your life, your jeans will always fit.
- Put the “AMAZING” feature front and center. The feature that they all NEED to know. Call attention to it, highlight it.
Like Good American, they let you know stress, water weight, or whatever will not affect how your jeans fit.
Creating a good marketing campaign for your content, product, service, or something else can be easy if you have a plan.
Focus on the important benefits that you offer. They cannot be overemphasized, especially in today’s complex market.
You’ll gain advantages over the competition as you build relationships and authority.
Know the benefits and features of what you’re offering inside and out; trust me, it is critical for anyone with an online business.
Remember that benefits are the emotions and experiences each customer enjoys from using a product or service.
Each purchase is emotionally driven, which is exactly why benefits have to be stated first. The benefits draw customers in by speaking to their needs.
As you write your copy, always ask yourself, “What will the customer get out of this?”