...tell customers how your product or service is going to help them either solve a problem or fulfil a need. Your copy should answer their concerns or objections.
Look at your features and keep asking "So what… ?" – So what does that actually mean for my customer?
Here are some examples...
Feature: Bespoke programmes.
Benefit: Get access to the tools and resources your business really needs; don’t waste your money on services that will do absolutely nothing for your bottom line.
Feature: Expert guidance to help you reach your short- and long-term goals.
Benefit: Be the best you can be and achieve your full potential without feeling weighed down by life’s challenges.
Online training course
Feature: We offer over 15 different online courses.
Benefit: Advance your career by accessing a comprehensive range of training courses to suit your exact needs.
Feature: Both cardio and strength exercises
Benefit: Easy to follow exercises at your own pace that will help you melt away fat in time for your holidays!
Feature: Ten-minute posture evaluation.
Benefit: With our quick and simple posture assessment, we can identify the exact treatment you need for your unique situation.
Feature: Step-by-step introduction to meditation.
Benefit: Keep calm and relaxed whatever life throws at you with simple exercises you can practice absolutely anywhere.
Food delivery service
Feature: Express delivery in under 30 minutes.
Benefit: When you're hungry, we don’t expect you to wait! Order online in just three quick clicks, and we’ll be waiting at your door with your tasty takeaway by the time you’ve had a shower and got the knives and forks out.
So if your marketing copy is not giving you the results you want – give the SO WHAT? test a go!
Business coach, author, speaker, social entrepreneur, and chief pot and bottle washer!