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Website Conversion Optimization:Turning Features Into Benefits
3 mistakes to avoid to stop wasting your time and effort
Companies I’ve worked with:
What I’m covering in this video...
How to make your website copy more appealing by writing in terms of “benefits” instead of “features”.
1. Potential customers (visitors to your website) don’t know you, don’t like you (yet) and don’t trust you (yet)
2. When someone comes to your website, they have one thing in mind: getting the RESULT they want or finding the INFORMATION that is going to help them get the result they want.
3. Forget about what you’re offering. Think about what result or benefit your potential customer is looking for.
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Let’s figure out the difference between features, advantages and benefits.
Feature: what is your product, service, system or technique?
Advantage: What does it do? Why’s it different than others on the market?
Benefit: What is the result or benefit that your customer experiences?
Here’s an example.
Feature: protein powderAdvantage: all-‐natural, 2x more protein than other all-‐natural powders
Benefit: you get a quick, nutriKous meal with more protein while also knowing it’s coming from natural ingredients
Let’s go deeper.
Within every benefit, you can almost always go to a deeper “level” of benefit.
Ask yourself, “what’s the payoff of that benefit?” and think of more specific, tangible moKvaKng reasons for using the product (or service, system, technique, etc.).
Back to our example.
Feature: protein powderBenefit: you get a quick, nutriKous meal with more protein while also knowing it’s coming from natural ingredients
Deeper Benefit: you stay energized and fit to power through your day Deeper Benefit: you look goodDeeper Benefit: you save Kme and aTenKon trying to figure out a quick meal
Deeper Benefit: you feel proud knowing you’re fueling your body in a healthy way
Now, on your website, instead of listing the features, speak to the benefits.
Write your copy from the perspecKve of your potenKal customer and the benefits they get out of using your product, service, system or technique.
Now you’re speaking in terms of “what’s in it for them” (WIIFT) instead of what you want to say about your offer.
For MORE leverage, incorporate negative and positive benefits.
Think in terms of what a person wants to AVOID as much as what they want to ATTAIN.
As humans, we’re typically more moKvated by avoiding something (moving away from a pain) than we are aTaining it (moving toward an outcome).
For example, we’ll most likely take acKon faster and more dramaKcally to avoid bankruptcy than we will to aTain more income.
Back to our example.
Feature: protein powderMove-‐Toward Benefit: you get a quick, nutriKous meal with more protein while also knowing it’s coming from natural ingredients
Move-‐Toward Benefit: you stay energized and fit to power through your day
Move-‐Toward Benefit: you look goodMove-‐Toward Benefit: you save Kme and aTenKon trying to figure out a quick meal
Move-‐Toward Benefit: you feel proud knowing you’re fueling your body in a healthy way
Move-‐Away-‐From Benefit: you avoid skipping a meal when you don’t have much Kme and losing energy or eaKng crap later
Move-‐Away-‐From Benefit: you avoid eaKng junk and not feeling great
Move-‐Away-‐From Benefit: you avoid developing a habit of eaKng junk and gaining weight or geYng sick over Kme
To find out more about optimization with your site and online marketing:
subscribe to my channel or visit www.TechDivaMedia.com