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Will You Add? - What Are People Buying Online?
Internet Video is leading the way to Internet Television. The status quo is changing in the entertainment industry. No longer will the ole boy network control such a huge potential for profits. Now, thanks to broadband Internet Access and video technology, an entirely new industry is being created. That industry is Internet Television.Innovative entrepreneurs have found ways to create and produce television for the Internet without having to overcome the obstacle usually created with traditional broadcast
Does a possession, in & of itself, give you any personal satisfaction? Isn’t it the feelings that you anticipate as a result of having it, that give you joy? Doesn’t all human striving and endeavor boil down to the pursuit of happiness?
Incidentally, be careful with negative emotions. They can be useful at the beginning of a piece, but you must be sure to counter them strongly with positive ones before the close. Negative emotions are debilitating, which is exactly wh
Employment as a Nursing Assistant offers you a unique opportunity to explore many avenues of the medical field. You will primarily be working with the patients, their families, and the Nursing staff. However, it is not uncommon that you will have interactions with many other areas including physicians, X-Ray, surgery, specialists, and emergency staff.Since you will be working with so many types of individuals, having quality communication skills is a vital quality to have for being an effective Nursing Assista
Whether you’re selling in print or in person, it’s a universal truth.
And success in both worlds requires a counterintuitive approach.
Allow me to explain.
As human beings, we are all pre programmed from birth to behave in certain ways. And one of the strongest things that drive us is an awesome pre occupation with our own self-interests.
You really don’t have to look very far to see that this is true. The world is cluttered with marketers whose messaging is about them.
They talk about all of the features of their product, and the advantages of doing business with their company. Its just human nature to express ourselves this way when we’ve poured our lifeblood into the development of a product, or a business, isn’t it?
But features, and advantages, are not what people buy.
People Buy Benefits!
Some quick definitions,
Features – The attributes of your product or service.
Advantages – What the attributes of your product or service do.
Benefits – How people feel when they have the advantages of your product or service.
Here are a few examples,
1) This SUV has a Vortec 5300 V8 engine (feature), and it can pull 7000 lbs (advantage). It gives you a testosterone rush every time you drive it (benefit).
2) Its got an autotrac 4x4 system (feature) that kicks in automatically at cruising speed when you hit an icy patch on the highway (advantage). You’ll drive with confidence and peace of mind, regardless of the weather conditions (benefit).
3) You’ll be safer & feel more secure too, (benefit), because you can actually steer while you brake on slick surfaces (advantage), thanks to it’s advanced Antilock-braking system (feature).
Your copy has power, when it contains all three elements, but it is quite natural & common to place too much emphasis on features & advantages. Even on copy that covers all three, the order is very often F->A->B. I’ve found that B->A->F (as in example 3 above) often yields better results. And it stands to reason, considering our natural preoccupation with ourselves, doesn’t it?
Benefits are personal & emotional. Benefits trigger opiates in our brains. Think about this for a moment.
Does a possession, in & of itself, give you any personal satisfaction? Isn’t it the feelings that you anticipate as a result of having it, that give you joy? Doesn’t all human striving and endeavor boil down to the pursuit of happiness?
Incidentally, be careful with negative emotions. They can be useful at the beginning of a piece, but you must be sure to counter them strongly with positive ones before the close. Negative emotions are debilitating, which is exactly wha
One of the most important things in any service business is customer service. Happy customers with a smile on their face are more apt to refer you or business to other potential customers. This is how you develop word-of-mouth advertising and referrals. And that is the best type of new customer you could hope for.Some people say that referrals are free, but they are not really free because it takes hard work and great customer service to exceed the customer expectations to the point that they have a WOW exp
But features, and advantages, are not what people buy.
People Buy Benefits!
Some quick definitions,
Features – The attributes of your product or service.
Advantages – What the attributes of your product or service do.
Benefits – How people feel when they have the advantages of your product or service.
Here are a few examples,
1) This SUV has a Vortec 5300 V8 engine (feature), and it can pull 7000 lbs (advantage). It gives you a testosterone rush every time you drive it (benefit).
2) Its got an autotrac 4x4 system (feature) that kicks in automatically at cruising speed when you hit an icy patch on the highway (advantage). You’ll drive with confidence and peace of mind, regardless of the weather conditions (benefit).
3) You’ll be safer & feel more secure too, (benefit), because you can actually steer while you brake on slick surfaces (advantage), thanks to it’s advanced Antilock-braking system (feature).
Your copy has power, when it contains all three elements, but it is quite natural & common to place too much emphasis on features & advantages. Even on copy that covers all three, the order is very often F->A->B. I’ve found that B->A->F (as in example 3 above) often yields better results. And it stands to reason, considering our natural preoccupation with ourselves, doesn’t it?
Benefits are personal & emotional. Benefits trigger opiates in our brains. Think about this for a moment.
Does a possession, in & of itself, give you any personal satisfaction? Isn’t it the feelings that you anticipate as a result of having it, that give you joy? Doesn’t all human striving and endeavor boil down to the pursuit of happiness?
Incidentally, be careful with negative emotions. They can be useful at the beginning of a piece, but you must be sure to counter them strongly with positive ones before the close. Negative emotions are debilitating, which is exactly wh
It is estimated that over 40 million workers in the United States had to receive emergency medical treatment for workplace-related injuries in the year 2003. This is a staggering number when one considers the efforts most companies have put into maintaining a safe workplace. In modern times, a number of companies have been found liable for injuries sustained in their places of business. There is a relationship that exists between workplace safety and profitability.Every company, especially those involved in
Here are a few examples,
1) This SUV has a Vortec 5300 V8 engine (feature), and it can pull 7000 lbs (advantage). It gives you a testosterone rush every time you drive it (benefit).
2) Its got an autotrac 4x4 system (feature) that kicks in automatically at cruising speed when you hit an icy patch on the highway (advantage). You’ll drive with confidence and peace of mind, regardless of the weather conditions (benefit).
3) You’ll be safer & feel more secure too, (benefit), because you can actually steer while you brake on slick surfaces (advantage), thanks to it’s advanced Antilock-braking system (feature).
Your copy has power, when it contains all three elements, but it is quite natural & common to place too much emphasis on features & advantages. Even on copy that covers all three, the order is very often F->A->B. I’ve found that B->A->F (as in example 3 above) often yields better results. And it stands to reason, considering our natural preoccupation with ourselves, doesn’t it?
Benefits are personal & emotional. Benefits trigger opiates in our brains. Think about this for a moment.
Does a possession, in & of itself, give you any personal satisfaction? Isn’t it the feelings that you anticipate as a result of having it, that give you joy? Doesn’t all human striving and endeavor boil down to the pursuit of happiness?
Incidentally, be careful with negative emotions. They can be useful at the beginning of a piece, but you must be sure to counter them strongly with positive ones before the close. Negative emotions are debilitating, which is exactly wh
I spend a lot of time consulting with family members in family-owned businesses. I grew up in a family business so much of my experience is firsthand. My father was the youngest son among eight children and became the managing partner of a business his father and two uncles founded in 1894.Just as there are unique problems in publicly-held firms, there are challenges that are just as unique in family-owned and operated businesses. All companies have strengths, but the secret to both profitability and perpet
Your copy has power, when it contains all three elements, but it is quite natural & common to place too much emphasis on features & advantages. Even on copy that covers all three, the order is very often F->A->B. I’ve found that B->A->F (as in example 3 above) often yields better results. And it stands to reason, considering our natural preoccupation with ourselves, doesn’t it?
Benefits are personal & emotional. Benefits trigger opiates in our brains. Think about this for a moment.
Does a possession, in & of itself, give you any personal satisfaction? Isn’t it the feelings that you anticipate as a result of having it, that give you joy? Doesn’t all human striving and endeavor boil down to the pursuit of happiness?
Incidentally, be careful with negative emotions. They can be useful at the beginning of a piece, but you must be sure to counter them strongly with positive ones before the close. Negative emotions are debilitating, which is exactly wh
1. If a business or an idea does not exist, create it. Create your own future by being open to change. As one door closes another one opens. I've created two businesses that did not exist since I was laid off in December of 1994.2. Be willing to take risks, however, make them calculated risks by taking the time to develop and write a business plan.3. Place a heavy emphasis on marketing by answering these questions:Who We AreWhat is the purpose of your page?Why are you in business?ts trigger opiates in our brains. Think about this for a moment.
Does a possession, in & of itself, give you any personal satisfaction? Isn’t it the feelings that you anticipate as a result of having it, that give you joy? Doesn’t all human striving and endeavor boil down to the pursuit of happiness?
Incidentally, be careful with negative emotions. They can be useful at the beginning of a piece, but you must be sure to counter them strongly with positive ones before the close. Negative emotions are debilitating, which is exactly what you DO NOT want. You need your prospect in a resourceful, confident, & comfortable state of mind when you ask her to take action.
So how can you put this knowledge into practice?
Make a list of all of the features of your offering, and map advantages & benefits to each one. Then take the most powerful benefits and work them into your headline & the opening of your copy. You’ll be pleasantly surprised with this approach because you end up with many more references to “you”, and “your”, at the beginning of the piece this way.
Of course the order in which you present your benefits is also crucially important. Your prime benefit needs to be presented first, and in such a way as to set your business apart from your competition.
You must have a unique, and clearly articulated sales proposition, that’s loaded with benefits that are most relevant to your target audience. The most successful approach is to target & dominate one small niche market at a time with this strategy.
Think of the benefits as the motive power that grabs your prospect’s attention and moves her to action, while the features & advantages justify those feelings with logic. All three are important.
Regardless of whether you want to improve your personal sales skills, write better letters and proposals, or produce more effective ads & web copy, BENEFITS are what will set you apart & ahead of the competition.
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