Making Benefits All About the Customer

Benefits are an important part of your marketing. Remember that features are what your product does, while benefits are all about your customer. How it will help them. Benefit them. There should be no “I” or “we” in benefits. Only “you” – the customer.

So you’re the best widget maker in the land. Your widget will by far do more for people than anything else out there. Are you telling your customer that you’re the best widget-maker? Does your copy brag about how many widgets you make or sell in a year? Stop. Does your customer really care about that? No. They only care about what’s in it for them.

Let’s say your potato peeler is the fastest on the market. Great. What do you tell your customer? Do you say that your peeler is the fastest? Or do you say your peeler is so fast it’ll shave time off of dinner prep? Which one is going to catch a customer’s eye?

What catches the customer’s eye is the copy that tells them exactly how a product will help them. Not how great said product is. But how great it is for THEM. Remember that the next time you need copy to grab your customer’s attention.

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