For All Those People Who Struggle With Benefits and Features

For Everyone Who Has Ever Struggled Sorting Out Benefits From Features - "SWAT Them!"

SWAT is not actually an acronym. It is a compaction of the question "so what?"

You see, one of the biggest problems that even experienced copywriters and marketers fall into is being clear on what benefits their product or service actually delivers to their customers.

SWAT provides the solution.

Here is how it works:

• Take a piece of paper. Divide it into columns one headed features and one headed benefits.

• Under the features column list all the features that come to mind.

• Under the benefits column list all the benefits you deliver. (Don't worry about neatness there will not be a one-to-one correspondence between features and benefits)

• Now, get yourself back in your customers' mindset. Take each feature in turn and ask yourself "SO WHAT?"

• And keep on asking the question until you can't think of any sensible, benefit oriented, answer.

• Do this for every feature in your list

• Now go back and repeat the process for every benefit you originally listed

It is pretty certain that the same benefits will occur many times over as you run through this exercise. That's fine. These are the ultimate benefits you have been looking for. These are the benefits you will 'sell' to your customer.

An example

I wear a pretty cheap and tacky diver's watch. Its features include:

• water proof to 50m (that's about 164 feet)

• accurate to 1 second per year

• tells the time in 2 time zones

• dual analogue and digital display

• shock proof

• stop watch

• back light

• day, month date function

• 5 year battery life

Now for certain prospects this list of features is pretty powerful on its own. Principally young men who like to dazzle their friends with the latest gadgets and gizmos.

But let's try to figure out some marketable benefits for a wider audience.

"Water proof to 50m"

So what?

You can wear the watch while diving

So what?

You can be sure it is waterproof enough for all day-to-day use

So what?

You can put the watch on and forget it - no matter what you are doing

So what?

Accurate time keeping -anytime, anyplace.

So what?

???

Your thought patterns would obviously be different to mine. But I am now stuck. The question "So What?" doesn't lead me to another statement. No matter. I am pretty happy with the last couple above. Either of them talks to me of the real benefits the watch could bring.

Now I would need to go away and do the same thing for all of the other features. When I first did this exercise I ended up with over 120 benefits (and this for something that is definitely pretty cheap and tacky). I am not going to do that here again.

The benefits that kept repeating were the go anywhere, do anything, super accurate timekeeping.

I was able to produce 30 plus benefit driven headlines. And I had no difficulty in sorting out the benefits from the features.

And all in a little over an hour.

Seems a pity that I don't actually sell watches.

About The Author

Keith Longmire is the owner of JKL Business Growth Solutions. JKL specialises in bringing main stream business improvement and marketing solutions into the reach of smaller businesses.

http://www.jkl-small-business-marketing-solutions.com/

---

Media Planning: Smart Choices for Your Success

Media Planning for SmartiesYou say you're ready to advertise. How... Read More

Humor in Advertising

Many of the most memorable ad campaigns around tend to... Read More

LED Score Boards

LED scoreboards can be utilized in most of the sporting... Read More

Advertising - Does it Matter?

When advertising, you need to sell your opportunity, your products... Read More

Your Eye Catching Publicity Flyer

Your website is done, your business cards have been delivered,... Read More

Top 9 Reasons To Advertise

Advertising is not for every company. But some require it... Read More

Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention.... Read More

More Cheap Tricks for Promoting Your Business

In a recent article, I shared five of my top... Read More

Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet... Read More

The Skinny on Billboards

Several years back the billboard people put a big picture... Read More

When Times Get Tough... or When to Really Advertise

The Pundits say the economy is slowly, but surely, recovering.... Read More

Small Business Image

The single easiest way to increase sales is to look... Read More

Double the Effectiveness of Your Company Brochure

Let's face it - most brochures go straight into the... Read More

Top Design and Marketing Tips from a Branding Expert

This month, we wanted to share some general tips relating... Read More

The $500.00 A Month Plan

One way to make extra money or start a... Read More

Online vs. Offline Advertising

Let's face it. Email marketing and publishing have became very... Read More

The Graphic Problem

Digital printing has revolutionized the sign industry. Current printers can... Read More

Effective Promotions Through Local Classified Sites

Today's online marketplace is extremely competitive. People want to market... Read More

How To Write Really Good Ads

All sales begin with some form of advertising. To build... Read More

Worn Out Brochure Design Is Keeping Small Business Owners Down

I got another one of those calls the other day...Can... Read More

10 Tips to Use Giveaways Effectively

Walk around any trade or consumer show and you will... Read More

Mobile Detailers; Customer Window Displays

Mobile detailers have all types of customers, many of whom... Read More

Adding Art to Business Spaces

Larger companies have learned that collecting art adds something special... Read More

10 Ways to Advertise Your Business For Free!

At some point many small business owners are left with... Read More

Harness the Power of Direct Marketing - More Small Business Power Tools

One of the most powerful tools available to small businesses... Read More

Take Advantage of Your Foes

Let's take an example that is easy to check: I... Read More

The Internet and Beyond - 12 Tips on Writing Better Brochures

Every year thousands of online businesses fail. None of them... Read More

How To Create A Better Brochure

Having a quality brochure makes a positive impression on a... Read More

Radio Interview 101

Different Types of Station ContactReaching radio hosts (for the purpose... Read More

Cable Ads 5 Bucks!

Cable has grown from 13 houses connected together in 1948... Read More

Secrets to Profitable Mail Order Products

The most profitable mail order products are simple... Read More

What?s the Score?

You may be aware that in a basketball game the... Read More

Ads Dont Sell - People Do !

More about advertising by BIG Mike McDanielAdvertising is not a... Read More