To Market Your Holistic Business, Express Your Benefits, Not Your Features

When you market a product, you want to make sure you are grabbing attention by basing your message on the benefits the customer will receive, not the features. The difference is this: If you were looking to buy a car, the benefits would be how safe the car is and how it will bring back your youth and make you feel free when you are driving it. The features would be that it has a sunroof and 4-wheel drive. Sure those features are great and usually are part of what make the benefits possible, but they aren’t what inspire people and often people don’t make the connection between how that feature can really benefit their lives. Be sure to spell out the benefits and make sure you are focusing your marketing message on the benefits, because that is what people care about and that is what is going to grab their attention.

How does your product or service make people feel? How does it change their lives? How does it make their lives easier? How does it bring them together with people they love? These are the types of things you want to focus on. It’s all about what is in it for the customer.

Make Your Marketing Engaging & Actionable

To really engage your ideal prospects and clients, use the active tense when writing your copy. What this means is that you drop the long, drawn-out, descriptive sentences and you replace them with short, concise, action phrases. Take a look at the following example:

If you are over 50, you might be starting to think about your health more and more these days and you are probably wondering whether or not you should start looking for alternative options.

To liven that statement up and make it actionable, I would change it to the following:

Are you worrying about your health more and more?

Do you wish there were alternative medical options available for you?

Do you see how the second example grabs your attention much more than the first and makes you want to keep reading?

For effective copywriting, just keep it concise, simple and actionable.