While features are important and should be mentioned, if you want consumers to take out their wallets and hand over their hard-earned money you need to convince them of the benefits your product offers.

What’s the difference?

- A feature is simply a characteristic of a product.

- A benefit explains what the customer has to gain by using the product.

- Anyone can make a list of a product’s features. But it takes a bit of work to convert each of those features into benefits.

- A handy trick you can use is to add the phrase “which means…” to the end of each feature.

- A feature of a razor blade for women could be that it has 3 blades. That in itself is unlikely to win many sales because it means nothing to most people. But add the phrase “which means you’ll have smooth and sexy legs” and women will know exactly what they will gain when they buy it.

Let’s look at a few more examples of benefits vs features:

A Car

- Feature – All wheel drive

.

- Benefit – You are less likely to get stuck in the snow.

- Feature – Gets more miles per gallon than competitors.

- Benefit – You’ll save money on gas.

- Feature – Side-impact airbags.

- Benefit – Your family will be safe in an accident.

A DVD Recorder

- Feature – Time shift recording lets you pause live TV.

- Benefit – You will never miss a second of your favorite show.

A Pair of Boots

- Feature – Waterproof.

- Benefit – Your feet stay warm and dry.

Not long ago I was stopped at a red light, and as I looked at the van in front of me I saw the perfect example of focusing on benefits over features. The van belonged to a small handyman business that does small jobs in several neighboring towns.

On the back of the van was a simple drawing of a man carrying a small child on his shoulders. Underneath it read, “We’ll take care of the little problems, so you have time for more important things.”

As a parent who struggles to find every minute I can with my family, that simple bit of copy struck a nerve.

Rather than listing the various types of projects they specialize in (which I would never bother reading), they tapped into a common problem (finding time for the family) and offered a solution.

Sure, I could power wash my house, clean my yard, and paint my garage myself. But if I hire these guys to do it I can spend more time with my kids.

Brilliant!

Remember, always focus on benefits. Show customers how your product solves their problems or makes their lives better and they’ll line up to buy from you.

Tags: website optimization, affiliate marketing, internet marketing tips, article marketing, niche marketing

There is something that you must remember about sales though – see, your customers don’t talk like that. They won’t understand what you are saying. When writing sales copy or even when talking to people, it is very important to be able to communicate your ideas to them – in a way that they can understand. Remember that when talking to a prospect, it is for their benefit, not yours. You are trying to explain to them what something does or how it works.

Leave out the technical jargon and try to explain how/why something works in plain English. Sales is about communication. You need to be able to clearly communicate to your customer – and that means they need to be able to understand what you are saying.

Tags: niche marketing, internet marketing tips, Jonathan Hook, article marketing, internet marketing

This is the identity that you create that sets you apart from your competitors in your marketplace.  This is the answer to the question in your customer’s minds “why should I do business here?”.

One thing that you have to remember though, as you develop your USP, is that you need to make sure that your USP addresses a concern that actually exists in your marketplace.

If your USP boasts something about your business that you think is important to you but none of your customers find important, then you have missed the mark.  If you have a Pizza shop and you are bragging about how fast you can deliver the pizzas but most of your customers are walk-in customers and they actually come there because of the taste of your pizza, then you have missed the mark.  You are promoting a feature of your business that is not relevant to your customers.

As you set up your USP, make sure that you not only identify and address important features or benefits, make sure that they are the features and benefits that your marketplace is actually looking for.

When we design a website, we need to keep something in mind… “a confused mind won’t buy”. Quite simply put, make sure your website is focused. When a visitor comes to a website, he should be presented with as few options as possible. Ideally, each step of the site should only offer a yes/no answer.

You start out by first determining the actual purpose of your website. Is it to provide information, grow an email contact list (lead generation), or sell a product or service directly? You need to have a clear picture of what you want your website to do so that you can guide the visitor and make it easy for them to follow the steps.

If you are building a website with the intent of building a list of leads, then just focus on that.
If someone comes to a website that is designed to sell them something then by the time they get to the bottom of the page, they should only have a choice to buy or leave the page. Don’t offer too many things at once or the customer won’t know what to do.

If you don’t know what you want your website to do, how will your visitor know what to do when he gets there?

Jonathan Hook teaches businesses how to consistently and predictably increase profits through implementation of a proven marketing system at TheMarketersMind.com

Think about your last trip to the mall.

Be honest now. How many of those shiny, new packages you brought home contained something you really needed? I mean for your basic survival?

More than likely the items you bought filled a "want," not a need.

Consider the Mercedes buyer. Does he buy a Mercedes because he needs its great gas mileage? Or does he "want" the impression of status it conveys for his image? Does he need the car’s safe handling for his family? Or does he "want" the younger, sexier feeling driving a Mercedes provides?

The fact is, people make purchases based on emotional reasons. Then, they use logic to justify their desires.

Many a product that satisfied a need has failed because it was impossible to get people excited about it.

When you’re looking for your next business venture choose one that fills a "want." People will always pay more for a "want" than a "need." And your odds for success will multiply.

Tags: internet marketing, internet marketing tips, niche marketing, article marketing, affiliate marketing

But what about when you’re just starting out? What if your product hasn’t been sold yet? How do you get customer testimonials before you even get customers?

Sure you could give people your product to sample in exchange for their endorsement. But I’ve got another idea you might like to try.

Find books, articles and news stories that have been written about your industry. Then quote what industry leaders and experts are saying in your marketing materials.

For example, let’s say you’ve invented a new child’s toy. Your toy is special because it is educational as well as fun. Now find a passage you can quote from, let’s say the National Toy Council that says educational toys are better for children. Find as many quotes as you possibly can that seem to support your product.

When you use these quotes from experts in your field, you get the added benefit of their implied endorsement. Be careful, however, not to suggest that these experts have actually tried and recommend your product. That could quickly get you slapped with a big, fat lawsuit.

When I wrote my manual "How To Start Your Own Home-Based Coupon Book Business," I quoted The Entrepreneur’s Ultimate Start-Up Directory. In that book, author James Stephenson stated "Community coupon books are hot, and starting a business that designs and produces coupon books is a sensational new business endeavor to set in motion."

I also found other marketing experts like Dan Kennedy and Kevin Nunley who indicated that coupon advertising is highly effective and profitable. I used their quotes in my sales letters and still do.

Of course, once your business takes off you WILL solicit testimonials from your satisfied customers.

But until you’ve hit the big time, use the quotes of industry experts to make it appear like you have.

Tags: article marketing, niche marketing, affiliate marketing, internet marketing tips, Jonathan Hook

Has this happened to you?

You’re in the process of selling your widgets to a prospect. You’ve turned features into benefits. You’ve given him an amazing demonstration. You’ve attempted several closing techniques.

Overall, you’ve done such a marvelous job of proving the value of your widget, that you’re convinced he’s ready to sign on the dotted line.

Suddenly, he hits you with: "What’s the catch?"

Most people have been taught to believe that if it sounds too good to be true, it probably is. Sometimes, you can oversell to the point where your prospect thinks there has to be a catch.

Your response to this question can be critical. If you say, "There’s NO catch," your prospect will, nevertheless, assume you must be hiding something.

So what is the best way to handle this situation?

First, be prepared for it. Don’t get caught with your pants down. Hesitation or stunned silence will lose you the sale every time.

You may even want to provoke the subject before your customer does with the question, "You’re probably wondering what the catch is, right?"

Then, give your customer a catch that is true yet meaningless to him.

The best way for me to illustrate what I mean is through an example from my own personal experience.

Years ago, I worked for a promotional company that sold coupon books to golfers by phone. The golfer who purchased a book would receive six rounds of golf for the price of one. The deal definitely sounded too good to be true.

My closing technique went something like this:

ME: "Now, I bet you’re wondering what the catch is, right Bob?"

BOB: (Laughs) "Yes, I am."

ME: "Well, you’re right. There IS one catch."

BOB: "I knew it." (Bob tenses, preparing for the worst.)

ME: "The catch is that the golf course owner requests that you call in

advance to book your tee-off time. But you probably do that anyway,

don’t you?"

BOB: "Usually I do, yeah. That’s it?"

ME: "That’s it, Bob."

Bob: "Sounds great."

ME: "Great! So how many books would you like, one or two?"

See how I’ve given Bob a catch to earn his trust – but I’ve made it a catch he can live with!

Try this technique yourself the next time you’re faced with the "too good to be true" scenario.

Find a small catch about your product – create one if you have to. Just make sure it’s a catch that your prospect doesn’t care about. You’ll gain credibility in his eyes and close a lot more sales in the long run.

Tags: niche marketing, website optimization, internet marketing tips, affiliate marketing, Jonathan Hook

P.O.W.E.R. is an acronym for: Provoke a Problem, Offer a Solution, Win Trust, Evoke Emotion, and Remove Risk.

Many small business owners forget some of these steps when they create their marketing materials. But the most successful sales letters contain ALL of these elements.

Let’s look at each step of the P.O.W.E.R. Marketing System:

1/ PROVOKE A PROBLEM:

Your ad should begin by stoking the fire under a problem your prospect

identifies closely with. This is often done in the headline, the sub-head

and the first few paragraphs of the body copy.

An example might be the famous mail-order ad that asks, "Do You Make

These Mistakes In English?" The goal is to stop your reader in his tracks

and make him want to read more.

2/ OFFER A SOLUTION:

If you write your ad correctly, the solution to your prospect’s problem

should be YOUR product or service. But many ad writers remember the

"solution" but forget the "offer" part.

You need a solid offer so your prospect knows what he’s getting. Your

offer should include your product, the price (which may include a

discount with an expiry date), payment terms and even bonuses.

Bonuses are especially effective if offered for a limited time only.

Spend a lot of time creating your offer. Make it irresistible. Your offer will

make or break your campaign. And it’s the most essential part of the

P.O.W.E.R. Marketing System.

3/ WIN TRUST:

When your prospect reads your ad or sales letter, he is often doubting

what you say. He knows you are trying to sell him something. He’s been

burned before by other, unscrupulous marketers. Why should he believe

YOU are any different?

So remember to present your credentials. State your years and level of

experience. Quote the results of tests performed on your product. Show

photos of your product in action. All will enhance your credibility.

But the best way to win your prospects’ trust is through the use of

testimonials. You’ve read statements from customers that began, "I was

skeptical at first. But then I tried XYZ brand." Your prospect will believe

a testimonial over YOU because he perceives that the customer is

someone like him.

As soon as you can, start collecting testimonials from satisfied

customers. Most are happy to oblige. (And while you’re at it, ask for

referrals too.)

4/ EVOKE EMOTION:

People buy things based on emotion not logic. They may realize buying

your product would be a smart move. But you must get them excited to

get them to take that step.

To get your prospect excited, speak in terms of benefits, not features. A

feature is a specific characteristic of your product. A benefit is what your

customer will get from that feature.

An example? The lighted keypad on a cell phone is a feature. The

benefit? No more fumbling in the dark to answer a call or dial a number.

When describing your product, make sure you always translate each

feature into its corresponding benefit to the consumer.

5/ REMOVE RISK:

To really explode your sales, you need to remove all risk from your

prospect. To do this, develop a strong guarantee and promote it heavily.

It’s not good enough to simply state "Guaranteed" at the end of your

offer. In fact, the more specific you make your guarantee, the more

powerful and effective it becomes.

Here’s the guarantee I use for my "How To Start Your Own Home-Based

Coupon Book Business" manual:

"Try my manual for 60 days FREE.

If you’re not completely convinced

that this business is the one you’ve

been waiting for – send it back

for a FULL REFUND. NO QUESTIONS ASKED."

For my "Coupon Book Business Builder’s Tool Kit," I offer a ONE-FULL-

YEAR Unconditional Guarantee.

Some marketers even offer double or triple your money back.

Don’t be afraid to make a strong guarantee. Sure a few dishonest

people will take advantage of you. But your increase in sales will far

out-weigh your losses.

Remember to use these five steps in all your marketing messages. Employ the P.O.W.E.R. Marketing System and watch your sales sky-rocket.

Tags: Jonathan Hook, affiliate marketing, internet marketing tips, internet marketing, article marketing

S.A.F.E. is an acronym for: Skepticism, Apathy, Fear and Egotism.

These four words sum up the four major emotions a prospect is struggling with during your sales presentation. You as the sales person must deal with each one of these emotions before you can close the sale.

Here are some brief examples of what your prospect is thinking and feeling as you present your product:

S = Skepticism ("It won’t work!" – "I don’t believe you!". . .)

A = Apathy ("I don’t need it right now!" – "I can’t afford it!". . .)

F = Fear ("What if I don’t like it?" – "Will you rip me off?". . .)

E = Egotism ("My problem is different!" – "It won’t work for me!". . .)

Your prospect will experience some or all of these emotions during the course of your presentation.

How do you find out which ones he is feeling and when? Through the use of effective probing.

But ultimately, your pitch should flow naturally so as to answer your prospect’s concerns as they are raised in his mind. Then, you can interject periodically with a trial close to make sure your prospect is satisfied.

Remember too, that advertising is merely salesmanship in print. Don’t think for a moment that your ads and sales letters aren’t required to heed this advice simply because no face-to-face presentation takes place.

In fact, advertising has an even tougher job. Sometimes, (and especially on the Internet) your sales letter must do the complete selling job. And that includes handling objections.

You must know your product. But more importantly, you must know your prospect.

Then, and only then, can you use "S.A.F.E. Selling" techniques to make your prospect feel SAFE enough to become your customer.

Tags: article marketing, affiliate marketing, internet marketing, Jonathan Hook, internet marketing tips

I’ll give you a hint: it starts with "F."

Not THAT four-letter word, silly? This one won’t get you thrown out of church on Sunday morning.

It’s "FREE!"

Nothing pulls orders better or gets response faster than giving something away FREE. Here are 8 ways to use it in your ads:

1/ FREE DETAILS! This is popular with mail-order dealers. They use

small, inexpensive classified ads to uncover interested prospects. Then,

they send a detailed information package to everyone that responds.

2/ FREE DELIVERY! Commonly used by furniture stores and pizza places.

3/ BUY-ONE-GET-ONE-FREE! An excellent way to earn big profits fast.

4/ FREE TRIAL SIZE! Give away a smaller version of your product to

entice customers to try the full size.

5/ FREE FOR 30 DAYS! Let people use your product without charge for a

limited time. Bill them only when they decide to keep it.

6/ FAST SERVICE OR IT’S FREE! Some restaurants offer lunch in 10

minutes or you don’t have to pay.

7/ FREE! NO PURCHASE NECESSARY! This is often reserved for

contests or sweepstakes.

8/ YOU’RE SATISFIED OR IT’S FREE! Use a powerful, money-back

guarantee to remove the risk from your customer.

Use the word "FREE" in your advertising whenever possible. Make it bold and colourful so it really stands out. Nothing gets attention – or response like this four-letter word.

NOTE: If you have more creative ways to use the word "FREE" in your marketing materials, e-mail them to me at

mailto:randy@randyruggles.com . I’ll reprint the best ideas in a future article along with your name and Web site address.

Tags: Jonathan Hook, article marketing, niche marketing, website optimization, affiliate marketing