MODULE THREE Step-by-Step Formula for Connecting with Her Desires In this module you will learn: o The real difference between a FEATURE and a BENEFIT (this extremely common mistake turns your copy into a snooze-fest); o My proven formula to turning phrases into benefit-driven statements that attract attention - (women buy based on how we believe a product will make us FEEL); o The use of psychological hot buttons and mental gymnastics that hypnotize her into buying - (your copy will practically put her in a trance); o How to anticipate her objections BEFORE she reads a word of your copy (she s already looking for reasons NOT to buy from you so be sure you understand her thinking); o Which EMOTIONAL WORDS entice women to buy from you while NOT selling them. Page 43
Features and Benefits One of the biggest mistakes I see in copy is that the BENEFITS of the product or service aren t played up. Here s the difference between a feature and a benefit. Features are specific qualities that are built into a product or service. What those features mean to prospects and customers are benefits. Features are the adjectives, or tangibles, of the product. What does it look like? What does it do? How does it help? What unique advantage does it offer? How is it different than other products? Benefits are the emotional components. How does that particular feature bring value to the customer? Will they sleep better, eat better, make more money, what? Finally, there should be one ultimate benefit that stands out. THAT benefit should be the foundation of all of your copy. (Of course there are always exceptions.) Each benefit can actually be converted into a headline, sub-head or bullet point. It is your task to decide on the most compelling benefits. Then build your copy around it. People want to know that they made a good purchasing decision. So they WANT to be convinced and persuaded why your product or service is better emotionally. One easy way to get there is to do a features and benefits exercise. When I m writing copy for a new product here s what I do. I take a sheet of paper, draw a vertical line down the center and title each side. On the left is Features. On the right is Benefits. (NOTE: Handwriting works best for me on this exercise you do what feels right for you. If you want to use a computer, go for it.) Now list all the features under the FEATURES heading. Next transform each feature into a powerful advantage, or BENEFIT, to the customer. Mark Twain once said, There are two reasons why a man buys anything. The reason he tells his wife and the real reason. What he meant by that was we like to think we buy based on logic, but truthfully we buy based on emotion. Remember benefits are the solutions people are looking for to solve a problem they have. Make them big, bold and original. IMPORTANT: Each feature can have several benefits. Below is an example of a features/benefits exercise for an acupuncture and pain relief clinic. Page 44
Features and Benefits Column Template Feature (what the product/service IS) Benefit (what the product/service DOES) Ex. Pain relief Your body can heal naturally You can enjoy normal activities You don t need extra medications Ex. Increased circulation You can lose weight faster You decrease risk of heart disease You improve your ability to exercise Ex. Raises immune system You don t waste time being sick and can do what s important Healthy people around you don t get sick from you You don t have to take handfuls of vitamins Ex. Sense of well-being You are relaxed under stress You can make calm, rational decisions You can put YOU first Page 45
Your She Factor Copywriting Mission! FEATURES AND BENEFITS MISSION A: COLUMN TEMPLATE Brainstorm about what features you offer to clients and write them out. Next, for every feature find a corresponding benefit. Don t worry about creating interesting or readable copy at this stage. YOUR Features and Benefits Column Template Here s your fill-in-the blank brainstorm template. Use more pages if you need to. This is a very important foundation for your copy! Feature (what the product/service IS) Benefit (what the product/service DOES) Page 46
Features and Benefits Mind Mapping Template Mind maps are an innovative tool to organize your thoughts. (And face it, in copywriting there are A LOT of thoughts). Mind maps really keep you focused. Because copywriting is NOT a linear process, but a more creative one I ve found mind mapping to be one of my favorite copywriting tools. (I personally use specific software to mind map but you can easily do it by hand). It works basically like this: 1. Write down a central idea (in this case your product or service) on a large piece of unlined paper. 2. Brainstorm your ideas in branches off the central topic. Put down EVERYTHING without editing or judging. 3. Look for relationships among ideas and group them together. 4. Remember a feature may have several benefits. I like www.mindjet.com for PC and www.novamind.com for Mac as a mind mapping software options. There are also several free versions available. Do a search on Google and you ll find many options, a lot of them for free. Frankly it s just as easy to create a mind map the old fashioned way with a piece of paper and a pen but I like having a file I can save on my computer. Even if you have never mind mapped before, you ll quickly see how easy it is to organize your thoughts. On the next page is an example of a features/benefits exercise for the same acupuncture and pain relief clinic used in the column exercise. Page 47
Acupuncture Client Example for Features and Benefits Page 48
Your She Factor Copywriting Mission! FEATURES AND BENEFITS MISSION B: MIND MAP TEMPLATE This exercise starts off like the Column Exercise. Brainstorm about what features you offer to clients and write them out on the following page. Next, for every feature find a corresponding benefit. Instead of setting them up in columns, use the bubbles of a mind map and see which learning system works best for you. Page 49
Your Mind Map Template for Features and Benefits Page 50
Frequently Asked Questions When a prospect is interested in what you offer as a product/service, she comes to the table with questions. With copy, you re not there to answer those questions so you have to anticipate what those questions might be to overcome potential objections in the copy. Those are the frequently asked questions or FAQs. Review the blueprint you filled out as your first mission, and be able to answer questions like: 1. What is this product/service? 2. Why do I need it? 3. When do I get results? 4. How do I order the product/service? 5. When does the product/service arrive? 6. How much is it? 7. What is included? 8. Is there a guarantee or return policy? 9. Why is this different than Joe Schmoe s product/service? 10. Does it come in different colors? Because products/services are different and target markets are different, the FAQs will be different for most of us. Online formatting note: List all FAQs in a chunk without answering them. Then break them out one by one and add the answers. In other words, you re going to have a list with no answers but with hyperlinks that link to the answers. Get it? That way, the prospect won t bag out if she doesn t see her question right away. Example: 1. What do I do with this? 2. How is your product better than Joe Schmoe s? 3. Can I get it in different colors? Page 51
1. What do I do with this? This widget will wash your car and vacuum your house in less than 30 minutes. All you do is charge it in the electrical outlet overnight, then turn it loose on your car. Don t forget to answer the door when it comes in from the garage to vacuum your house. 2. How is your product better than Joe Schmoe s? Well Joe is a good friend of our company who often comes to us for advice. See we ve been in business for 15 years longer than Joe Schmoe. So we actually pioneered this widget. We don t consider ourselves in competition with Joe Schmoe. 3. Can I get it in different colors? The widget comes in chartreuse, magenta and lemon yellow. Your She Factor Copywriting Mission! FAQs What the heck is in her head? Climb in there and try to figure it out. Your next mission is to write out the answers to every possible thing that could be going on in her mind regarding your product or service. Page 52