Copywriting Tips: Features Versus Benefits

Benefits are a huge part of writing good copy but they’re often sidelined in favour of features.

This is a mistake you definitely don’t want to make as it can seriously hurt your conversions!

What are features?

Features = the details that make your offer tick.

Things like coaching calls are a feature.

They tell your dream clients how your offer works and whether it’s going to serve them on a practical level.

But here’s the thing.

Your ideal clients won’t necessarily join the dots about exactly what’s in for them just from reading these features.

They probably won’t feel compelled to sign up because they’re not clear on why your offer is a great solution for them.

All they really understand at this point is how it works – not why they should take action.

And this is where benefits become so important for conversions.

What are benefits?

Benefits = the value your offer brings for your ideal clients and how it helps them.

Benefits tell your dream clients what the features of your offer actually mean for them. Often, they’ll tie in with emotions that people want to feel.

When it comes to buying, your dream clients want to know that your offer can improve their life or help them solve a problem.

When your sales copy is playing up the benefits of your offer, it’s easy for your ideal clients to see how you can do this for them.

Let’s go back to the coaching calls feature.

*What do your clients actually get from these calls?

*What value do they bring?

*What change or solution are they helping to create?

*What difference will that make to how they’ll feel?

These are the emotional benefits you’ll want to play up in your copy.

It also highlights the experience that they’ll get from working with you and the emotional change that will happen.

You can see why benefits are so key for showing your ideal clients why your offer is the best solution for their pain points, right?

Tying Features and Benefits Together

Features aren’t a bad thing – they give a good idea of how your offer works and whether it’s a good practical fit.

But playing up the benefits too builds a much stronger emotional connection and can form part of your overall marketing message.

For every feature of your offer, tie it into a benefit. Imagine that you’re one of your ideal clients and you’re weighing up whether to work with you. Dig deep into the benefits of each feature and keep asking yourself whether you would genuinely take action.

If the honest answer is no, keep tweaking the benefits until they become truly compelling.

When you’re creating sales copy, make sure the benefits of your offer are front and centre – not just the features!

How to Use Video Sales Letters to Grow Your Health Business

Did you know that using video sales letters (VSL) in your marketing efforts can seriously ramp up your conversions?

If your health and wellness business isn’t already using video sales letters (VSL), you’re missing out on a great way to sell more products and services.

Using VSL can be much more effective for communicating your message to potential customers and clients, and for engaging and informing them.

Written content will often be skimmed or read at speed but video is much more likely to be consumed in full and can be hugely effective at keeping your audience interested. This is why even long form VSLs can perform a lot better than the equivalent amount of text on a sales page.

The end result? You can quickly build a solid relationship with your audience and move them along your sales funnel at a faster rate. It’s also a fun way to introduce prospects to your products or services.

If you’re targeting a younger audience in your marketing, stats point to video as a key way to engage them.

Chances are, your competition hasn’t started to use VSLs in their marketing. And that means that you can jump in and start engaging more potential customers and clients.

What to Know About Creating Effective Video Sales Letters

Chances are, your competition hasn’t started to use VSLs in their marketing. And that means that you can jump in and start engaging more potential customers and clients. 

Ready to learn some tips for writing a strong VSL script?

  • Tap into a major pain point that your audience is currently struggling with and make that clear from the very start of the video. Tell your viewers exactly what type of problem you’ll be solving for them by the end of the video. You can take this up a notch by letting them know why it’s important to tackle this problem right now. When it’s done right, this type of introduction will mean that your audience is desperate to find a solution to the problem … right now! 
  • Most viewers will have doubts or objections that make them reluctant to fully buy into the solution that you’re offering. This is part of human nature and you need to make sure that your VSL addresses these and overcomes them. 
  • Use as much data and research as you can to build trust with your audience. Let them know why they should put their trust in the solution you’re offering. 
  • Highlight the benefits that your product or service offers. This is where many businesses go wrong as it’s easy to slip into highlighting features, rather than the benefits. 
  • Keep a conversational tone to the script. Ideally, you want the script to be written as though the voiceover is speaking directly to your audience, in much the same way that a friend would talk to them. 
  • A strong call-to-action is really important. Written sales letters and sales pages always look to include this and VSLs are no different in that respect. Emotions such as fear can play a part here in convincing your audience that at best, nothing will change if they don’t take action (and that things could well get worse). 
  • Following this up with a no risk guarantee can take away one of the final doubts or objections that may still be lingering for your audience. 
  • Testimonials and other social proof can help your audience to feel compelled to buy. 

How to Write a Great About Page for Your Health Business

The About page is one of the most visited pages on the average website and for a lot of people, it’s also one of the most difficult to nail.

One big mistake that many health businesses make? Putting the focus solely on yourself and glossing over what you can do for your customers/clients.

Health and wellbeing is a hugely personal area and it’s vital to build trust as much as you can. Your About page is a great opportunity to do this, as long as you can strike the right tone and balance.

It’s true that your readers will usually want to know a little bit about who you are and what your business does but they have bigger concerns when they land on your About page … namely, how you can help them to improve their health and whether you’re the best fit for their needs. This is why it’s so important to write your About page with your audience in mind.

A few tips for writing an effective About page:

  • Have an in depth understanding of your audience before you write a single word of your About page. Not entirely sure who your customers/clients really are? Do a bit of delving first and get this part nailed. Doing this means you can resonate with your audience more effectively and they’ll know straight away if you’re the right fit for their needs.
  • Highlight your journey to where you are right now. A personal story can work great for this. Most readers will be turned off by a dry list of facts and you’re more likely to connect with them if they can see parts of themselves in your brand journey. This can be particularly effective if your journey was prompted by issues and problems that your audience is likely to be facing right now.
  • Focus on your customer needs. Briefly introducing a problem that your audience is facing can set this out right from the start. You don’t necessarily need to go deep in terms of emotions but you’ll want to make it obvious to your audience that you understand where they’re at and where they want to go in the future.
  • Once you’ve made it obvious how you can help your audience, you can move onto talking a little more personally about yourself. This isn’t always going to be relevant to your business but you can build more trust by doing it, especially if you’re a smaller company. Sharing personal info that isn’t relevant to your business (such as hobbies) can help you to connect on a deeper level with readers who are already sold on what you can do for them.
  • Finishing things off with a call-to-action (CTA) can avoid the chances of people moving away from your site without taking the time to connect with you for the future. A CTA can be anything from signing up to your newsletter to connecting with you on social media. Whatever you choose, try to make sure that it’s something that will keep you front of mind going forwards.
  • Don’t be afraid to weave in your personality, especially if you already have a fun brand voice on other pages of your website.

Need any help in writing your About page? I can write it from scratch or review your existing copy.