How to Build Benefits from Features Fast and Easy with the Solution Approach

Every salesperson and fledgling copywriter hears the harangue: DON'T SELL the FEATURES of a product ? SELL the BENEFITS those features bring!!!

The concept's important but it confuses a lot of people. Many sellers don't understand how to build a benefit from a feature. Back when I was first learning to write sales copy, I didn't know how myself. I just knew it was critical I figure it out.

Finally I realized what the problem was. You can't get there from here. You don't actually turn a feature into a benefit. You have to approach it from a different point ? the solution approach.

Here's the full process?

When you're looking for the benefit, don't start by focusing on the feature. Instead figure out the problem the feature is supposed to solve. Then, determine what solving that problem could MEAN to the prospect. This payoff ? what the solution means to the prospect - is really all a benefit is.

Here's an example...

Product: Car

Feature: Cruise Control that automatically maintains a set speed without the constant pressure of your foot on the gas pedal.

One Problem it solves: lets you maintain speed limit without constant attention

What the solution means to the prospect: Maintaining the speed limit means you avoid breaking the law which means you avoid getting a ticket which means you avoid higher insurance premiums. Here's a benefit headline that naturally flows from the Payoff we found in our example:

Avoid Speeding Tickets and the Higher Insurance Premiums They Cause

Cruise Control solves another problem too: the driver's leg doesn't tire from having to maintain a fixed position to keep the accelerator pressed

What the solution means to the prospect: Avoiding the tiredness of a fixed position means you arrive fresher and ready to enjoy your destination which means your companions or family enjoy your company more.

And here's a benefit-based lead we could write from this solution:

Face it. It's not much fun for your family when you finally arrive at Disney but you're grumpier than an old bear with a bad back. After all, you probably feel about the same as if you spent every winter scrunched up in the same position.

It's not your fault. Driving is naturally tiring when you have to sit in exactly the same position for hundreds of miles at a time. Your gas-pedal foot is frozen, your leg is paralyzed. You can't help stiffening up and getting achy. WHO WOULDN'T BE GRUMPY?

Good news. You wouldn't be ? not if you had Easy-Street-O-Matic Cruise Control. Not anymore.

Just imagine. Driving in complete comfort, able to shift in your seat any time to get a more relaxed position. It's okay to move that leg around. It's safe!

Now when you reach Disney, you'll be first to bound out of the car. The kids will have to run to keep up. They won't believe their new Dad!

(Yes, I know this tongue-in-cheek example is pushing the bounds of credibility slightly. But it makes the point. Find the solution that a feature offers and then figure out what that means to your prospect. There's your benefit.)

Here's another example?

Product: Daily Supplement for Men

Feature: Contains naturally occurring nutrients that are not acid-forming like chemically derived nutrients.

Problem it solves: Can be taken on an empty stomach at any time because natural nutrients are self-buffering.

What the solution means to the prospect: You'll be able to take the supplement whenever it's convenient for you without worrying about an upset stomach because you haven't eaten. That means you'll be more likely to take it regularly which means you'll get the benefits of greater energy and health. Ultimately that will lead to a longer, healthier life, especially since to be effective against diseases like cancer that take a long time to develop, you must be taking the defensive nutrients over an equally long period.

I'll leave it to you to build some headlines and leads from this second example. Once you have the benefits, it's a lot easier.

The next time you need to create sales material, use this Solution Approach to build your benefits. It will go a lot faster once you approach it from the right point.

Ronald A Murphy is a Copywriter and Graphic Designer specializing in Direct Response and Internet Marketing. Murphy writes and designs sales letters, direct mail packages, inserts, web sales pages, direct email, newsletters for marketing, Internet articles, white papers, and other sales focused materials. He provides expertise to clients serving financial, business, technology, health, opportunity and fundraising markets. For more information on copywriting and marketing, visit his site at http://RonaldAMurphy.com

---

Copywriting Businesses - How You Can Get Started

Do you have the training and skills needed for copywriting?Are... Read More

Fill Your Readers with Confidence

Site visitors generally stay with you for as long as... Read More

Knowing Copywriting Basics - How To Get Ahead In Your Copy Writing Business

In order to get ahead in your copy writing business,... Read More

Progressive Headlines Guide Customers To Buy

Headlines are, without a doubt, one of the most important... Read More

3 Steps To Better Sales Copywriting

Whether you're wet-behind-the-ears or a seasoned copywriter, your craft will... Read More

Freelance Writers: Double Your Income

Freelance writers are a strange group of people when it... Read More

The Lost Art Of Fundamental Copywriting

What ever happened to good old fashion, fundamental copywriting? Has... Read More

Quotations as Expressions in Life

Quotations are expressions, usually in the spoken form or in... Read More

Subtle Emotion - The Key To Copy That Works

Say the word "emotion" to a man, and he'll immediately... Read More

Impulse Writing for Better Ad Headings

Writing headlines for your ads is the most important part... Read More

Pulling Sales with Your Ad Copy

One of the best marketing tools available to your internet... Read More

Want a Sticky Site That Sells? Forget Content!

An interesting debate is currently raging among copywriters, web designers... Read More

Write Benefits in Your Headlines to Deliver the Dream!

When you create headlines, do you put benefits into your... Read More

Promote Your Business and Get Paid for Doing It!

How can you gain credibility and exposure for you and... Read More

The Truth About Negative Commands (Dont Read This!)

Everyday when I read promotional emails and advertisements, or listen... Read More

How to Make the Most of Your Website Copywriter

Many people feel uncertain when dealing with copywriters. Like any... Read More

A Copywriting Lesson from Dr. Seuss

Looking for inspiration for your next marketing communication? Try the... Read More

10 Keys to Copy That Sells!

Whether you're selling a product or service, the 10 tips... Read More

42 Deadly Ad Copy Sins That Ive Made

I have read thousands of ad copies online and offline... Read More

Why You Should Write To Inform And Not To Sell

Advertising is key! Unfortunately most people waste their money on... Read More

12 Copywriting Tips to Make Your Advertising More Profitable

Year after year people make the same mistakes in direct-response... Read More

Three Tips For Magnetizing Your Copy

The difference between good copy and great copy is the... Read More

How to Develop a Killer News Hook

When you are going to write a press release probably... Read More

Power Words And Phrases

I like to use power phrases when writing sales material.... Read More

Copywriting Goldmine: One of 20 Insider Secrets to Great Copywriting

Each weekday during my Red Hot Copywriting Bootcamp, attendees (or... Read More

11 Ways to Get an Editors Attention

I worked as a business magazine editor for about 20... Read More

Six Reasons You Don?t Need a Technical Writer (and Why They?re Dead Wrong!)

I know, I know. Times are tough. You have to... Read More

The Secret to Web Copywriting Gurudom

Have you seen those copywriting gurus, working it on the... Read More

5 Rules for Effective Written Sales Communications

Most salespeople have great ideas, but when it comes to... Read More

How Ghost Writing Articles And Booklets Can Earn You Big Money!

Do you want to make $5000, $10,000 or more every... Read More

Revealed: The $12,500 Copywriting Formula

Have you heard of Brian Keith Voiles? Probably not, but... Read More

10 Eye Popping, Jaw Dropping Ad Copy Secrets

1. Use a hand written letter on your ad copy... Read More

Your Article Headlines will Make or Break Your Business

Most people with an online presence will have to regularly... Read More