3 Tips When Writing Benefits
February 6th, 2008, by Michael StelznerWhen writing to persuade, some of the most powerful statements are benefits.
These single sentences address the selfish desires of every reader. They answer the question, “What’s in it for me?”
Unique from a feature, a benefit has implicit meaning. It fully stands on its own without any need for further explanation.
Here are three tips to help you write your benefit statements:
- Ask what problems your solution solves: Let’s assume you are targeting writers and have determined that time management is a major problem for writers. If you have a solution for writers, a unique benefit might be: Cuts the writing process in half OR Increases writer productivity.
- Determine what features are unique to your solution: Assume you are writing about laptops and yours uniquely has a built in camera. A benefit might be: Eliminates the need to invest in third-party video cameras OR Streamlines the production of YouTube videos.
- Identify implications: Benefits can often be taken to the next level by simply asking yourself, “Why does this matter?” Simply take your existing list of benefits and go down the list and ask the question. For example, my above “cuts the writing process in half” benefit could be expanded to “Allows writers to take on more projects without working extra hours.”
Here are the benefits of using benefits:
- Helps readers quickly digest the advantages of your solution
- Improves the sales process by identifying reasons a product or service will benefit a reader
- Increases value by making it easy for readers to quickly understand why they should adopt your suggestions
Now I want to hear from you? Do you use benefits statements in your writing? How do they help and what other tips might you add?
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February 6th, 2008 at 8:18 am
Here’s another trick: Ask, “So what?”
I’m a Canadian copywriter who produces quality work.
Yeah? So what?
So that means you get outstanding results and increased credibility with every piece I write for you, which gives you long-term results and the potential to increase your revenue!
February 6th, 2008 at 10:24 am
I agree that identifying the customers’ needs will help explain what your solution solves. By empathizing with your readers, you will gain credibility and can further show the benefits of your product/service.
February 6th, 2008 at 10:25 pm
Very good tips…benefits make or break your copy.
James…I like the “so what” trick and have used it a lot in the past. It’s extremely helpful in taking your benefit statement to another level.
February 7th, 2008 at 4:13 am
@ Chad - You can keep asking it indefinitely, too
I’m a nice guy. So what? So you have fun with me. So what? So you play more. So what? So you regain balance between work and life. So what? So you are more rested at work. So what? So a rested person is more productive. So what? So when you’re productive, you make more money. So what? So you’ll be rich and never have to work again.
In short, James is a nice guy and knowing him means you’ll get rich and retire.
Damn!
February 7th, 2008 at 6:01 am
Great comments everyone!
February 7th, 2008 at 1:37 pm
Mike-
This article could not have come at a better time for my next book project to put into my websites.
Thank you so much!
Jim McMullen
February 7th, 2008 at 11:07 pm
Great article, Mike. Writers should be readers, too. And the readers could grasp the contents - what an article wants to tell them.
February 9th, 2008 at 4:36 pm
I have a site at http://savvycopywriting.com/ and I tend to write on this subject.
One of the “tricks” I like to think of when I’m writing goes like this:
Imagine that, rather than writing, I’m actually talking to a large audience. And then I try to imagine what they would want to hear. And that’s what I write.
February 9th, 2008 at 10:35 pm
I write my sales copy while I am writing my ebook or class outline. This makes it easier to list the features and then the corresponding benefit of that feature. If I can’t think of a benefit then maybe that feature is of no value to my client.
February 10th, 2008 at 8:53 pm
Very useful article, and comments!
Thanks guys
February 11th, 2008 at 8:02 pm
Benefits are definitely one of the strongest tools we copywriters can use. And I love the “So What?” line. That sums it up perfectly.
February 12th, 2008 at 7:05 pm
I’m a newbie so I don’t know much about copywriting myself. But I saw some copywriting software from some Brausch guy before. I can’t think of the name of it right now. That might be helpful for writing benefits. Anyone know if it actually works?
February 12th, 2008 at 7:09 pm
I wouldn’t recommend it, if you want my honest opinion.
Honestly, you get more value out of content like this: <a href=”http://www.copyblogger.com/brains-want-benefits/” Copyblogger’s post on benefits.
Learn the difference between feature and benefit, and use your brain - not software geared to help you part with your dollars and your integrity.
February 13th, 2008 at 8:59 am
Nice tips…I agree that the solution we offer should have unique feature. I think it is identic with easier way but better result. This kind of benefit will attract reader to read completely and follow our solution.
February 20th, 2008 at 4:11 pm
I am very thank`s with this great article and this nice comments. Thank`s guys