The "5 Ladder" Method for Creating Sizzling Hot Benefits In Record Time (Step #4)
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A complete 5-step system for writing sizzling hot sales copy, without investing 1,000s of hours to become a "world class" copywriter or spending 1,000s of dollars to hire one:
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[Note: This is part #4 of a 5-part series on how to quickly enjoy greater sales and profits in your business with a 5-step system for writing crazy effective copy… without investing 1,000s of hours to become a ‘world class’ copywriter. If you’re just joining us, start the series here!]
If you completed the first three parts of this series you should have a thorough knowledge of your product, a super compelling offer, and a deeply personal understanding of your “perfect” prospect and how they think.
Today we’ll look at your product’s features… and how to transform each and every one of them into a rich, emotionally-charged benefit that gets your prospect salivating. When you do this, you’ll find your copy will start to take on a life of it’s own!
For this exercise, refer to the “FEATURES & BENEFITS” tab on The Ultimate Copy Blueprint worksheet.
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Here’s WHY this is so important…
When you know your prospect on a deep level, you know what moves them.
When you know what moves your prospect emotionally, you know what product benefits you need to showcase and magnify in your copy.
First, it’s important to understand the difference between features and benefits. Features are the concrete, tangible components of your product. Benefits are what those features do for your prospect.
Most beginning copywriters have a tendency to focus on product features to the exclusion of everything else. They focus on what the product has, rather than what the product does for the prospect.
You’ve got to know the features, yes. But you must dig deeper than that, and turn each individual feature into a powerful emotional benefit.
Here’s how you do that (and move from simple, boring feature to high-power emotional benefit) using a feature from our fictitious product above …
Step ONE: Primary Feature
List one of the main features of your product.
- “Action Plan” worksheets for each module/chapter
Step TWO: Reason Why
How and why is that particular feature advantageous to your prospect? What is the reason WHY that feature exists?
- You get more than three dozen detailed “Action Plans” – checklists covering everything from finding your niche and selecting keywords, to researching your competition and creating your first online course – walking you through everything you need to know to start your own highly successful online business. Because in order to achieve real and lasting success (without having to experience all the painful trial-and-error I had to go through) … you need to have a complete road map that shows you step-by-step exactly what to do and in what order.
Step THREE: Functional Benefit
What does that feature actively DO for your prospect?
- Makes it easy and enjoyable for you to build an online business from scratch – by helping you get more done in less time, so you can build your new business as quickly as possible.
Step FOUR: Dimensionalized Benefit
Write a vivid description of what that benefit looks like in your prospect’s life.
- Finally, you can rest easy knowing you are following a proven, easy-to-implement road map for online business success! Gone will be the days spent frustrated and alone, filled with self-doubt and wondering “what the heck do I do now?” Instead, you’ll discover the path to achieving your dreams truly can be a simple one – with the freedom to pursue your passions, to spend quality time with friends and family, and to become financially free once and for all!
Step FIVE: Emotional Benefit
How does that benefit make your prospect feel?
- Imagine the joy, freedom and exhilaration of building your own online business from scratch – using nothing more than your laptop and the simple, step-by-step process you’ll find in this course. No more lingering self-doubts about whether you’ve made the right decision. No more worry about waking up one day to find you’ve spent three months stuck down a dead-end rabbit hole. Just the satisfaction of knowing you’re on your way to building your very own high-profit business. And all the while, you’ll be building a legacy your family, friends and colleagues will admire and respect!
Can you see how going through this powerful process with each and every feature your product has to offer will help you uncover all of its rich, emotional benefits?
Can you see how doing it will virtually write your copy for you?
So go do that right now, and then I’ll see you back here next time for the final part of our 5-part series on writing world-class copy.
Step #5 is the glue that holds your carefully constructed sales masterpiece together.
You’ll learn what it is, along with 18 time-tested ways to do it powerfully… and why forgetting this critical piece will cause your copy to collapse like a house of cards.
Plus, I’ll share with you the remarkably simple process for pulling it all together.
See you then!
Paul