Features and Benefits |
| Stokes Adams, MBA |
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| Your copy is how you communicate with and connect with your clients and your potential clients. You want to
write in a way that your readers can relate to. One of the main ways to do that is by talking about features and benefits. |
| Features are the characteristics of your product/service. They are the tangible aspects that are easy to see
or describe. Features can also be attributes of you as the Practitioner. For instance, if you have any kind of EFT certification,
that would be a feature of what you offer. |
| Benefits are what the customer gains from the features. They are the result that your client is looking for.
Here’s an example. A client comes to you because they have marriage problems. The end result they want is a better marriage.
If EFT sessions help them improve their marriage, they will likely continue doing sessions with you. If it doesn’t, they are
likely to look for another technique or modality that will help them create a better marriage. |
| Benefits are subjective and in the eye of the customer. That’s why it is so important to understand who
you are marketing to and what they will perceive as benefits. |
| People generally make their buying decisions based on the perceived benefits of the product or service. So you
want your marketing materials to be focused on benefits. It’s fine to include information on the features of your service but
the main emphasis needs to be on the benefits. |
| I suggest that you take the time to identify the features and benefits of each product or service you’re
offering before you start writing the copy. One easy way to do that is by creating a worksheet on the features and benefits of the
product/service you’re going to be writing about. I recommend that you start by listing all the features you can think of.
Then go back and add the benefits. I’ve included some examples of features and benefits below to help you get started. |
| Examples Of Features and Benefits |
| Feature: |
I can do sessions by phone. |
| Benefit: |
The client does not have to deal with traffic or get dressed up. |
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| Feature: |
I can do sessions by phone. |
| Benefit: |
The client can be located anywhere. |
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| Feature: |
I have referral partners. |
| Benefit: |
The client does not have to spend time researching a service provider. |
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| Feature: |
I offer a guarantee. |
| Benefit: |
The client is not at risk of losing money. |
| |
| Feature: |
I do sessions at night and on weekends. |
| Benefit: |
A client who works full time does not have to take time off from work. |
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| Feature: |
I offer teleclasses. |
| Benefit: |
A client can try out EFT and my style of doing it for less money. |
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