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Entries in holistic copywriting information (1)

Tuesday
Oct182011

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.