By MICHAEL S
Do you want people to listen to you and follow your CTAs?
Just give them a reason why.
How are you going to make them happier, healthier, or richer? Which problems, complications, and difficulties will you help to avoid with your product?
Promotional emails are full of product features, specifications, and technical details. But quite often they forget to tell readers what’s in it for them.
What are your emails like? Full of features? Or are you telling your subscribers what these features mean for them?
The difference between features vs benefits:
1️⃣ Features are facts about products or services; they add credibility and substance to your sales pitch
2️⃣ Benefits give customers a reason to buy because they explain how your product or service will improve their lives
3️⃣ To convert features into benefits, use the question “So what?”
Let’s see an example:
Persuasive copy requires a mix of features and benefits. Imagine you’re selling some stylish, designer T-shirts. One of its special features is the unique design.
To define a benefit you should ask yourself: So what? 🙄
The T-shirts have a unique design.
So what?
They are limited edition and only a couple of hundreds are available.
So what?
Only a few other people going to have an identical T-shirt as you do.
So what?
You can be the coolest person at a Friday night party. Your outfit will be exclusive and you will definitely draw the spotlight on yourself. 😎
Real benefits connect to your customer’s desires, such as saving time; reducing costs; making more money; becoming happier, cooler, healthier, more relaxed, or more productive.
How to describe features and benefits in your sales emails?
Your subscribers are in a hurry as they still need to answer to their friends on Facebook, catch up with the latest news, and cook dinner for tonight. 👩🍳
You have to grab their attention quickly before their cursor is hovering over the x button.
✅ Highlight a key benefit (or problem you avoid) in your headline or subhead
✅ Use bullet points to list a series of features and benefits, because they’re easy to scan; mention the most important points first or last
✅ Avoid technical language your reader doesn’t understand and can make them feel stupid
So the way you can convince your subscribers is to sneak into their minds.
Learn what they secretly dream of. Understand how you can fulfill their wishes and desires. Or how you can help them avoid troubles and difficulties.
So that was the last part of my short 3 parts email copywriting series.
I hope it was useful and you can benefit from it to improve your email marketing!
Here you can find and read Chapter 1. and Chapter 2. as well.
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