Are you trying to write sales copy to promote a product or service?
In this post, I’m going to share three magic words that help you write sales copy that communicates value!
They’re so simple to use, you’ll wonder why you didn’t try them before.
Features vs. benefits: What’s the difference?
In order to sell your online offer, you have to describe it, right?
Amateur copywriters describe what the offer includes:
- A 17-point checklist with detailed instructions
- Easy-to-follow, short tutorial videos
- A weekly live session on Zoom
- 7 winning sales page templates
- A detailed report with charts, graphs, and stats
Now these aren’t bad descriptions — not at all! They’re vivid. They’re snappy.
But they don’t make us want to take out our wallets and buy.
It’s because every one of these descriptions is missing a crucial element. They don’t answer the question …
What will it do for me?
And that’s what our audience is asking when they see our descriptions.
Fortunately, there’s a simple fix.
Adding three “magic” words to these descriptions will make all the difference.
Use these three magic words so you can write sales copy that convinces
Sales copy must include a description of what you’re selling — but you can’t stop there.
Features say what your offer includes.
Benefits say what each feature does.
Remember, when your prospect is deciding if they should invest in your offer, they’re asking “What will it do for me?”
Benefits tell them how their lives will be better after they buy.
To convert features into benefits, add the words “so you can.”
Here’s what that looks like:
- A 17-point checklist with detailed instructions so you can start updating your website now
- Easy-to-follow, short tutorial videos so you can set up your new account fast
- A weekly live session on Zoom so you can get your questions answered live
- 7 winning sales page templates so you can increase your online income this month
- A detailed report with charts, graphs, and stats so you can make smart decisions about your investments
Do you see the difference?
The features are now directly connected to the difference they make. When your prospects read them, they’ll say, “Sign me up!”
Start today so you can easily write sales copy — not talk about features
Add “so you can” everywhere you talk about your offer’s features:
- In product descriptions
- In bulleted lists
- When you talk about your courses or program
- In email marketing
- In social media posts
To make these three magic words easy to remember, I created the graphic below so you can see “so you can” in action.
(See what I did there?)
Read more about creating online offers and writing sales copy
I’ve got lots MORE business-building resources for you. Be sure to explore these related links:
Sales pages are tricky to create. But once you understand the ingredients to include (and apply “so you can” when you write sales copy, of course!), they’re doable.
A “conversion” is a sale, plain and simple. And there tried-and-tested ways to make conversions happen more often
Building an online offer is hard work that can change your life. Here’s how to avoid burning out when you’re working on your offer.
Once you’ve built your offer, you’ve got to launch it! That’s how you’ll let the world know it exists.