Can we let you in on a little secret? Your customers do not care about your features. There are a million other options to choose from besides you. What makes people buy from you is when you identify and address emotional roots or pain points… And how your product or service will solve those pain points!
This lesson may require you to actually listen to your clients. When we first founded FocusCopy, we knew we were addressing 2 pain points:
- “I don’t have time to write”
- “I hate writing”
But it was only when we heard every single client say either or both of those statements that we knew we got it right.
So, do you hear a common pain point when talking to your prospects or clients?
If you haven’t identified a common pain point, write down every complaint you hear on a post-it note or a Google Doc – whatever is easiest for you. If they aren’t saying it, add these questions into your discovery call process.
- What frustrates you about..?
- What other options have you tried or looked at? Why didn’t those work?
- What would you do if we could make this work for you?
Because you’re now transitioning into an emotional state with these individuals, beware that you may see some actual emotion. These introspective questions help your prospective clients dig deeper into what they really want to see happen.
Transitioning Features into Benefits
While you’re discovering what the pain points are, you need to address those in your product. One way of doing that is to transform all your features into benefits.
Take one feature at a time. Ask yourself, “so what?”. That’s usually the benefit.
| Features | Benefits |
Need some inspiration? Here is what we offer.
| Features | Benefits |
| Copy consistent with a documented brand voice | Prospects will read and hear from you the same way in all communications |
| Search engine optimized (SEO’d) | More prospects will find you on search engines |
| User flow kept in mind | Get your prospects to take an action in as few clicks as possible |
| Customer-focused copy | Customers feel the brand is speaking to them |
| Graphic and design suggestions | No confusion on the direction of the website |
| Custom copy that’s unique to a company’s brand | You’re not copying anyone else |
See how we transformed our features we listed above into benefits.
Now, it’s time to dig deeper into the BIG benefits. Why does that feature matter to your clients? After you answer that question, take it one step further and ask “so what?” again.
| Features | Benefits | |
| So what? | So what again? | |
| Copy consistent with a documented brand voice | Prospects will read and hear from you the same way in all communications | See consistency in all business communications and eliminate any confusion |
| Search engine optimized (SEO’d) | More prospects will find you on search engines | Reach more individuals or businesses and grow your business more sustainably |
| User flow kept in mind | Get your prospects to take an action in as few clicks as possible | Convert more efficiently and quicklyStretch each marketing dollar even further |
| Customer-focused copy | Customers feel the brand is speaking to them | Customers convert |
| Graphic and design suggestions | No confusion on the direction of the website | Able to launch quicker |
| Custom copy that’s unique to a company’s brand | You’re not copying anyone else | Build a unique brand that can scale without copyright infringement or impression of laziness |
Even though the last column may not be the final benefit, it gets you going in the right direction.
Give it a try!
If you’re struggling, ask a partner, coworker, team members, etc. to help you with this process.
ACTION: Give It A Try
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