Step Number 20 Briefly summarize your key benefits
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The purpose of these next few paragraphs is to provide a transition to your next major section. It’s important that the flow of your copy remain smooth and consistent. You achieve this by summarizing the most important benefit (or two) your customer has been promised, then introducing the next major topic.
You’ll get a complete demonstration on how to do this when we get to the chapter that re-creates an actual sales piece.
Step Number 21 List The Features Of Your Product
To many people, it may come as a surprise that I don’t describe all the details of the product (or service) itself until nearly half-way through the sales piece. But remember, customers don’t care very much about you, your product, or your company.
All they really care about is what you can do for them – how you can make their life better or easier, solve their most nagging problems, or help them achieve their most important goals. That’s what you must show them first, before ever getting to the details of your product. Your product is merely the way you deliver the benefits your customers ultimately want.
Your product or service is very important to you. It’s the life-blood of your business. But it’s only meaningful to your customers because it delivers the benefits they want. And that’s why you defer describing all the details of your product until this point.
Even when you’re describing the features of your product, you’re still going to link them to benefits. But at this point, you’ll describe the product, list its features and options, and give a tangible description of all of its components. Here’s an example from a web marketing piece for one of my own products:
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As you can see, I introduce the features with a sub-head that promises a powerful benefit: “Increase your sales by 50% or more in the next 12 months.” And the only real feature in this block of copy is that it’s a “250-page program.”
Now this isn’t always the case. Many times your product or service will have more than a single component. I’ll give you a more detailed example when we get to re-creating my sales piece. But this gives you a very good example of how easy it is to describe the features of an uncomplicated product, and how little actual space is devoted to this task.
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