Isolating the most powerful benefits of your product


You don’t need me to tell you that the most powerful marketing content is dominated by benefits.

They are the things your reader wants to know about.

They are going to make their life easier, more prosperous, more enjoyable etc.

So how can you be sure your content shouts about them?

How can you be sure you’re focusing on the real benefits and not fake ones?

How to identify real benefits

The first step is to list all the features of your product or service.

Then ask why it has that feature.

How does it help your customer?

Continue asking yourself that last one until you get right down to an emotional level.

For example, you’ve developed an Artificial Intelligence tool for investors.

Its key feature is AI.

It’s there because it adds deeper analysis of investor behaviour.

That means investors get a keener insight into when others are investing and where to make better-informed decisions.

On an emotional level it means they have a clear window on what’s happening removing the guesswork out of their next investment choice – less information overload and more profitable investments.

Putting benefits in your copy

Once you’ve identified your main benefit, that’s what your copy should lead with.

Your headline and first few lines should concentrate on that to show the reader how you’re going to make their life better.

You then use the features to back this us providing rationalisation for their immediate emotional response.

It really is that simple.

The main benefit is the one that will have the biggest impact – better health, increased wealth etc.

Isolate that and you’ll create powerful content.