CONVERTFeatures and benefits are an important part of your copy. A feature is something
specific about your product. For instance, a chapter covering the specific letter
you write to your ex to get them back is a feature. The benefit is what happens
because you wrote that letter, it always happens because of the feature. You can
also include the feature and benefit together, like “Included is a letter template
so your ex comes running back to you, totally forgetting why they left and why
they were mad at you in the first place. That’s one feature-benefit statement.
One of the biggest mistakes people make when writing copy is to talk about just
the features rather than the benefits. Airbags on a car are a feature; the benefit is
they protect you and your family in a crash.
You’ll end up having many of these feature-benefit statements, and they need to
pinpoint the critical points of the product to your prospect. You’ll find that
someone will pay $37 for just that template letter to get their ex back. Those
people won’t read everything, but they will email your support saying “Where in
your product is this specific feature and benefit?” That will be the only reason
they purchased your product. The features and benefits are really strong. They
are going to be what really sells your product.
Make sure your prospect is aware of how your product is delivered. The answer
to that should be easy; it’s either shipped to them, downloaded, or accessed
online. If it’s digital, how? Is it live, a members-only area, or a webinar? Let
your prospects know if they’ll get further access on your website and a login or
password. You want them to be as comfortable as possible with what happens
after they actually buy your product. If they enter their credit card information
and purchase your product, what happens then? Are they taken to a specific
page that guides them through the start of use of your product? They trust that
they will be taken to the right location to begin using your product, but what
happens if they are not? Explain to them exactly what will happen when they
purchase. Will they be taken to a download page? Will a link be emailed to
them? Will something be shipped to them?
The easiest way to do this is to tell them upfront what to expect after purchase.
You can go into detail about product fulfillment and what to expect after the
sale. Something like “After you purchase the product, you’ll get immediate
access to the members-only section” works fine. You want to list whatever it is
your product includes and quantify it. It will help them envision the product so
that they can start to talk themselves into it and question how they are going to
keep on living without it.