Nobody Buys A Feature

Features will never sell your product. Does that surprise you? I imagine it surprises a lot of people. I say that because so much of the sales copy I see on the internet is about features.

You might argue that you always check out the features of a product before you buy. I am sure you do. So do I. But it is not the feature you are buying. Let me prove that to you.

I am going to get in my macho mood for a moment. (Please forgive me ladies.)

Suppose I am in the market for a new truck. I check out the features and discover one model has 20% more horsepower than the other model.

That is the truck for me! I want that truck!

I buy the truck and take it home. My macho friends look at it and say, “How much horsepower does it have?” Of course I was hoping they would ask that question. Why? Because the numbers before the “hp” are of some value to me? No. It is because of the way I feel when I brag.

I didnt buy the truck because of the feature (i.e. horsepower rating). I bought it because of some benefit the feature provides. I bought it because of the way it makes me feel.

Benefits Sell Products

Selling is not about explaining features to people. Most of us dont really care how an internal combustion engine works. We do care, however, about the benefits that a car provides.

We dont really care that a car gets 36 miles per gallon. We care that

• We spend less money at the pumps
• So we can save money
• And have more financial freedom
• To do more of the things we love with the ones we love

No one really cares that a product has more ammonia. We care that

• The product gets our windows cleaner
• So we can feel better about the way our house looks
• And we can spend less time cleaning windows
• So we can spend more time enjoying our clean house with our friends

Features are built into a product. But people dont experience features. They experience benefits. Listing features is not the same as telling a potential customer how your product will benefit her.

So how do you sell on the internet? Extract every benefit out of every feature that you can. Dont fill your copy telling your potential customer what your product is. Tell her what your product will do for her. Tell her how your product will solve her problems.

Tell her how it will enrich her life.

Gregs website http://www.make-your-own-website-wealth.com is committed to helping ordinary people build successful web businesses. The internet provides great opportunities to those who desire to turn their passions into profitable niche websites.