So often I find that my clients are not clear on the differences between Features and Benefits. Trying to PULL clients to you, by sharing your business’s features is a tough sell. It’s not compelling or motivating. Sharing your benefits motivates clients to pick up the phone and call you, send you an email and say “I want to work with you!” People buy benefits; they don’t buy products or services.
Features are a statement about your product or service, most of the time they describe an attribute.
Benefits are what the client gets personally from working with you. If your benefit answers the client’s question “Why do I care”, then you are listing a benefit.
Using my own business as an example:
Feature – one hour start up consultation
Benefit – jumpstart on the road to getting clients
Feature – my clients receive recordings of each session.
Benefit – clients can fully participate in the moment and review the important information discussed later.
Feature – my clients get access to my digital rolodex.
Benefit – they have tested people, tools and resources at their fingertips to make success easier.
Creating a solid list of benefits and features will help you write compelling and motivating copy that PULLS clients to you. You can use your benefits to perfectly position yourself to your target market.
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