Do your vision glaze over when you think, "Oh no - another article about product or service benefits?"
Or do you consider, "I've already written my ebook and designed my workshop. I'm not sure I can identify the pros."
Features and Benefits (F&B) would be the building blocks of copy writing and article marketing. But they are not just by copy writing. Also you can takes place F&B analysis in order to develop your brand and implement your strategy.
First, a rapid review.
Benefits are the reason your client buys your products or services. They more often than not have an emotional component. For example a fulfilling career, tax forms completed accurately without the need of payment due, or maybe a dog who doesn't mount strangers or bark inappropriately.
Features include the way you deliver the pros, for example your 7-step proven coaching system, your positive k9 training, or your 19 years of accounting experience. We have a tendency to say that individuals buy based on benefits, but the truth is that some experienced buyers look for features given that they know how to translate them into benefits.
Or do you consider, "I've already written my ebook and designed my workshop. I'm not sure I can identify the pros."
Features and Benefits (F&B) would be the building blocks of copy writing and article marketing. But they are not just by copy writing. Also you can takes place F&B analysis in order to develop your brand and implement your strategy.
First, a rapid review.
Benefits are the reason your client buys your products or services. They more often than not have an emotional component. For example a fulfilling career, tax forms completed accurately without the need of payment due, or maybe a dog who doesn't mount strangers or bark inappropriately.
Features include the way you deliver the pros, for example your 7-step proven coaching system, your positive k9 training, or your 19 years of accounting experience. We have a tendency to say that individuals buy based on benefits, but the truth is that some experienced buyers look for features given that they know how to translate them into benefits.
Branding: Keep in mind that your brand is just not a logo. It's actually a list of expectations that you manage. Your brand can be with different benefit or combination of benefits that you deliver. A classic example will be the pizza delivery available as one hour (when rrt had been new and legal) or FedEx's promise of overnight delivery. FedEx's promise wasn't almost speed of delivery: the emotional component was peace since you also knew exactly where that package was.
Alternatively, you'll be able to brand depending on methods.
Plenty of dog trainers promise to have your dog to stop chewing and barking. But canine owners will resonate to training methods which can be fast and simple.
Many coaches promise that can help with career transitions, but a 7-step method it does not include tests which is tailored to people over 50 could be a solid basis for branding.
Strategy: In every web marketing forum (for newbies), I see questions like, "Here's my idea. Think people will require it?"
Usually you get responses like, "How a hell do i need to know?" (specifically method is relevant to people beyond your forum).
A better way: Start writing the sales page for the goods and services. When you write, you'll realize the gaps with your market analysis. When you haven't considered the benefits, you may not produce a convincing sales page. When you haven't developed the features, you will have large amount of fluffy promises that nobody will believe.
Finally, after you've written the sales letter, you'll be able to consider this question: "Include the product's F&B according to my brand's F&B?" It really is a a bit more challenging, but well worth the effort.
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