One of the most powerful marketing techniques that always teach in my live shows is called "So What?"
To read your copy aloud, line by line, and say, "So what?" If you do not have a convincing answer to this question, you have a problem, because this is exactly what your potential customers are doing, even if unconsciously, and the first time I asked "what?" and can not find a good answer, they have done with you and the next step.
But what happens when you are reviewing your copy and you find a section that needs work? What to do?
Here's a simple formula you can use to set the area of your copy at this almost always happens: the list of benefits.
You know what I'm talking about: in some part of your sales letter, brochure, or on the website is a section showing all the benefits: what you provide, including your product, or why people should attend your event.
The problem with virtually every piece of marketing is that almost never check this section include benefits - including features.
Remember, features are what they offer, the benefits are what the person comes through the use of your product or service.
So what's the formula? Simple:
"Function" = "benefit"
(What you provide) = (they receive)
Well, I'll explain. Consider a membership brochure of an association. Most of our members belong to an association that represents your profession. In fact, many of our members work in these associations, so this should be somewhat familiar.
Some part of the body of the brochure will be "the list" - a collection of all the "benefits" you get to join the association.
This is what we usually see:
• Conferences and Educational Events
• Opportunities for networking
• Monthly Magazine
• Legislative Advocacy
The problem is that nobody wants these things for themselves. In fact, in the absence of any real benefit, people begin to make their own assumptions as follows:
I do not want to go to a conference - a conference means having to travel around the country, spending money to attend, and be away from the office for three days.
I do not want networking - I have better things to do to be around and talk to a lot of people who are probably the vendors trying to sell me something.
I do not want a magazine - I have already too much to read now.
I do not want legislative advocacy - My fees are not spent in the areas of my interest.
Of course there are more of these four elements of what I write. In fact, there are great benefits for everyone. The problem is that most companies do not go a step further and actually write it in a way that almost jumps off the page, making the prospect by the collar, and says. "Hey, you need these things!"
And that's where the "Functions" = "Benefits" formula comes in.
For example, why people attend conferences? Not to hear the keynote speaker, or participate in work sessions, and is not to attend the gala reception.
No, the reason smart people do not attend the conference - the benefit they receive - is learning the new idea that will make more money than someone who is really put into practice successfully.
The reason people do not want the network is to find others who have "been there and done that", and the answers to the problems that have been waking up in a cold sweat in the middle of the night.
The reason people want is a magazine to see case studies of others who are making money in its sector with concrete examples they can apply in their own businesses.
The reason people want legislative advocacy is what a bill in the state house never get passed that created additional fees, taxes and paperwork, it costs them time, money and effort.
The problem is that there is nothing in these four bulleted items communicates nothing of this.
So let's apply the "features" = "Benefits" the formula and see what the four elements of this:
• Educational Conferences to provide cutting edge proven strategies guaranteed to make more money
In this case the "function" is "Educational Conferences" and "benefit" is "you get ..." copy. Here are some examples ...
• Networking opportunities to find solutions to problems that are costing you money every month
• a monthly magazine with an innovative and easy to implement strategies to send their results through the roof
• Legislative support for the government to reach your account back and stealing your hard-earned money
You can see the difference between these descriptions and simple things with bullets in the previous column.
Changing your marketing materials to incorporate this change in the pattern of benefits may have a profound effect not only in response rates of your body, but also of their staff and their thinking about marketing.
Once you understand this concept, which will completely change the way you look at your own marketing. So here's your homework for this month: choose one of the pieces of your marketing - can be anything - and look where is the list, and now applies the "Benefits".
Once you start to change this here, you will be able to apply in other areas.