Benefit statements are clear and concise statements that communicate the benefit of a product, program, or service to the reader.
I’m sure you have heard experts preach the successes that come from marketing with benefits and not features. The problem is, when you’re creating content, often the features feel like benefits because you believe wholeheartedly in what you’re selling and you believe every part of the project is important. For prospective clients, however, they don’t care about the features until they understand the benefits.
Think about it this way:
- Do you get excited to read the owners manual for anything you buy? Doubt it.
- Do you always read the instructions for assemble-it-yourself toys or furniture before getting started with assembly? Rarely.
Bottom line: In the features vs. benefits marketing debate, benefits will always win because marketing with features is boring. Prospective clients instead want to know how your services will help them or how it will make their life easier. They want to know: “What’s in it for me?”
How to Market With Benefits
For example, when marketing with benefits, ask yourself if it will:
- Save them money?
- Make them more money?
- Save them time?
- Reduce effort?
- Make things faster?
- Create more opportunities?
- Make them feel smarter?
- Eliminate fear?
- Position them as an expert?
- Grow their business?
- Be more convenient?
- Reduce stress?
- Increase confidence?
- Provide more freedom?
- Eliminate frustration or struggle?
When you market with features, you make prospects do all the work to figure out how your product or service will benefit them, and when they have to work at making a buying decision, your conversions will suffer.
Give your customers, clients, and prospects an easy, no-brainer buying process. Do all the work for them so they are completely clear about the value that you are providing to them.
How To Sell Benefits
Ultimately, you are selling the final destination the benefits allow them to reach. You can do this in three simple steps:
- Know what action you want them to take. Will they experience, discover, develop, transform, overcome, achieve, create, build, or capture?
- Know your ideal clients’ main problems. Think like your prospects. Put yourself in their shoes, get in their minds, and get to know their problems, struggles, frustrations, and needs as if they were your own.
- Know what result is going to occur. Communicate exactly what results they can expect if they say yes and take action. Whenever possible, quantify the results with numbers.
So the formula to strong and powerful benefit statements is:
Action + Problem/Need + Result = Benefit Statement
Using Benefit Statements In Client Communication
When creating benefit statements, start with listing the feature, the benefit of the feature, and the end result. Then, turn the result into the problem and decide what the logical next step is. Finally, write your powerful benefit statement.
Here’s an example of how it works with a made-up business owner:
Problem: I am on information overload. I am not sure what I should be doing to market my business, if I am doing the right things, or if I could be doing it better. I feel scattered and unsure of myself, which makes it hard for me to market my business.
Feature: A crystal clear plan outlining what to do to market your business.
Benefit: You know exactly what to do, when to do it, and how to do it.
Result: No more frustration and struggling to figure out what you should be doing to market your business effectively.
Then, apply the benefit statement formula:
Action + Problem/Need + Results = Benefit Statement:
Sample Benefit Statement
Create a Simple Strategic Marketing Plan.
The exact information you need to take purposeful and confident action.
Market your business and attract at least three new clients in the next 60 days.
Create a simple Strategic Marketing Plan with the exact information you need to take purposeful and confident action to market your business and attract at least three new clients in the next 60 days.
Make Managed WordPress Hosting A Benefit
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Jennifer Bourn is founding partner at Bourn Creative a full-service design and development company specializing in WordPress. With twenty years in the industry under her belt, she is an award-winning designer who consults on branding, website strategy, and content strategy. Jennifer speaks often, delivering workshops and keynote presentations, co-organizes the Sacramento WordPress Meetup and WordCamp Sacramento and writes regularly about freelancing, client services, blogging, marketing, websites, and branding. Learn more at the Jennifer Bourn website.
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