— You think features but your customers want BENEFITS.

You’re thumbing through a solar products catalog and come across sales copy like this:

“Extra AUX connection provided. Accepts up to 250 watts, larger model accepts 500 watts. PWM float is set at 14.1 volts, adjustable from 13 to 15 volts. ATC-type automotive fuses supplied on input/output. LDV also included.”

You see the words but you don’t understand them. Your eyes roll back in your head, your jaw goes slack, your tongue lolls out of your head, your mind numbs. Ready to buy? I don’t think so.

Advertiser: what on earth were you thinking?

From a manufacturing point of view, all those AUX’s, watts, and PWM’s are endlessly fascinating. But put yourself in the consumer’s shoes. What good is an LDV if your customers don’t know what it is…and, more importantly, if they don’t know what it’ll do for them?

People don’t buy products or services – we buy benefits.

Here’s some of the text from above put another way — in benefit terms:

“Easy-access AUX (auxiliary) connection provided at no extra charge. Keeps generator starter battery fully charged for dependable starts every time.”

Seems like a no-brainer, doesn’t it? Tell your customers about features…but in the context of “How do I benefit from this feature? What’s in it for me?”

Got it? OK, now take a look at your own advertising. Chances are you’ll find lots of features and precious few consumer benefits. Because we all focus on what’s near and dear to us.

“Here’s what’s in it for YOU.”

Communicating how your customers benefit from your product or service is near and dear to EdwardsDirect.net. We’ll review your advertising and communicate your features in benefit terms.

What’s in it for you? Stronger online and offline advertising that is vastly more engaging and motivating to customers than dry old features. And that means more sales for you.

Your benefit: increased sales

E-mail me, Steve@EdwardsDirect.net or call me at 1-802-447-4939.

Send me some of your ads, brochures, sales sheets, or a link to your website. I’ll get back to you quickly and show you how I can turn your features into benefits…and how you’ll benefit with increased sales.

Steve Edwards

Copywriter/Marketer

EdwardsDirect.net