Shownotes
In this episode, you'll discover two critical things you need to be able to write a powerful copy that influences your prospect's buying decision.
Every time your prospects see your offer, you're always giving them a choice—your product or the competitors'.
And while you can't directly control the decisions they make, you can influence the way they perceive your offer and increase the likelihood of making the sale.
Listen to this episode as our Marketing Director, Bryan Caranto, helps you identify your product’s features and showcase the real benefit behind every feature, so you can influence your prospect’s buying decision…and make more sales.
Download the free worksheet here: https://sol8.com/download-quick-and-e...
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0:00 Do THIS to Influence Your Customer’s Buying Decision
3:19 Don’t mistake features for benefits
5:29 What are product/service benefits?
6:30 Common benefit
7:04 Personal benefit
8:16 Meta benefit
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Transcripts
The number one reason why our services
or products don't sell is because they
2
:don't see the value in your offer.
3
:Now, I'm not saying your
product isn't valuable.
4
:What I'm saying is that people
might not see the value right away.
5
:And it's our job as, you know, business
owners or marketers to make them see it.
6
:And that's exactly what I'm
going to share with you today.
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:My name is Brian, and in this video,
I'll share with you two critical things
8
:that you should add to your copy if
you want to become more persuasive
9
:and if you want to make more sales.
10
:But first, There's a lot of reasons why
people don't buy, but I'm going to focus
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:on two of the most common reasons why.
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:Number one, they aren't
your ideal customers.
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:And let's say I'm selling a guitar right
now and the value of the guitar is 3,
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:000, but I'm selling it for only 500.
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:If you have zero interest in guitars,
then you're probably not going to
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:buy it, Even if it's really cheap.
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:Number two.
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:They already bought your
competitor's products.
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:So again, I'm selling my guitar,
but let's say you already have one.
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:Like you just bought one, even
if you have 3, 000, you're
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:probably not going to buy it.
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:So if these are the reasons why
people don't buy, then there's not a
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:lot of things we can do to persuade.
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:But anything other than these
two reasons, you're good.
25
:Actually, you're in a really good position
to, influence their buying decisions.
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:Because once you're in front of your
customers who are ready to buy, then
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:there's only one thing that matters
and it's not the price, it's the copy.
28
:Let me explain why.
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:The price is only used to, let's
say, justify the value of your offer.
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:And this is especially true if your
competitors have the exact product
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:or let's say a similar product.
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:But here's the thing people buy on
emotions and justify with logic.
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:So think about an expensive product that
you bought, most likely you bought it
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:because that product is, a means to a
specific end or to a specific goal or to
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:something that you want to achieve, or
let's say to fulfill some sort of desire.
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:Now, if we remove the emotions.
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:We remove the desire and we
don't really want to do that.
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:So instead, we want to be able to, tap
into those emotions and use them to
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:influence your customer's perception
or, the way they perceive your products.
40
:And you can do that by adding
features and benefits to your copy.
41
:it's not something new, but in this
video, I'll share with you two critical
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:types of benefits that most people miss.
43
:that's why, you know, they're having
a hard time selling their products.
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:And if you use these benefits in your
copy, then you'll be able to actually
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:show your customers how valuable
your products are and even make them
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:convince themselves to buy your product.
47
:Just so that we're on the same page,
I'm going to talk about features first.
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:Because so many people
mistake features for benefits.
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:they think they're talking about the
benefits of their products, but they're
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:actually talking about features.
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:If you're doing the
same thing, that's okay.
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:It's not their fault.
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:there are actually features that
look like benefits and there are also
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:features that can become benefits.
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:But in general, when people think
of features, they think of technical
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:aspects of the product, size, weight.
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:material, it's really
not limited to that.
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:There are a lot of features
that look like benefits.
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:For example, if you're selling, info
products, you might think the benefits
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:are, five hours of premium video
content and downloadable worksheets
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:and templates, or maybe you're selling
a physical product and it includes
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:free or fast shipping, or maybe
you're selling a guitar, for example.
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:And that guitar is signed by Eric Clapton.
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:These are all examples of features.
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:A feature is an objective, fact
about your product or service.
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:And by objective, we can all agree that
this guitar is signed by Eric Clapton.
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:Or that the product was shipped in one day
and that the shipping is free, a benefit,
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:on the other hand, It's kind of subjective
in a way that it directly speaks to
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:your customers needs and desires.
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:So it addresses that conversation
that's happening in their heads.
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:And if you can get that, bring awareness
to that, put that on your copy, then
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:you'll be able to instantly create
that connection with your customer
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:and increase their desire buy.
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:how do we do that?
75
:you'll want to add both the features
and the benefits of the product to your
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:copy, you already know what features
mean, it's what the product is, what the
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:product has, or what the product does.
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:most people think that a benefit is
what the product does, but personally,
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:I would still consider that as
a feature because let's say this
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:microphone, When I press this button.
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:It activates, noise reduction
and reduces the background noise.
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:So we can all agree that
that's what it does.
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:It's an objective fact.
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:So it's a feature.
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:a benefit is the real reason why
our customers need the product.
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:there are, three types of benefits,
what I call the common benefit, the
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:personal benefit, and the meta benefit.
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:I just made those things up, Let
me explain each by showing you some
89
:examples so that you know what I mean.
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:I bought this product
a couple of months ago.
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:It's melatonin.
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:And the features of this product are
vitamin B6, gummy, passion fruit flavor.
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:I don't know what vitamin B6 is
for, so I searched online and turns
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:out it can actually prevent and
treat anemia, and improve mood,
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:and also promote brain health.
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:lots of other benefits.
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:these things are benefits and I
call them the common benefits.
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:I didn't buy this product because I wanted
to improve my mood or prevent anemia.
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:I actually bought this product
because, I wanted something that can
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:help me, fall asleep, whenever I
want to sleep, you might say that,
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:Brian, these benefits weren't listed
and yet you still bought the product.
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:So we don't really need to add benefits.
103
:yes, you don't, sometimes you
can sell your products based on,
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:features alone, but here's the thing.
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:First, I already knew the
benefits of melatonin.
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:I just needed to buy one.
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:And second, that was the
only product at drugstore.
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:So imagine if I had no idea what
melatonin is for, and there's
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:another product at the store.
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:Let's say that, this product
was available, I would have
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:probably bought this one because
it literally says sleep support.
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:And remember, I wanted something
that could help me fall asleep.
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:my personal benefit for why I
need this product, that's what
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:I call the personal benefit.
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:It's directly tied to, my own needs.
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:And you can also say that it's subjective.
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:if personal benefit is the reason
why your customers need the product.
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:Meta benefit is the reason
behind the personal benefit.
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:Here's what I mean.
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:Personal benefit, I wanted to fall asleep.
121
:Why?
122
:Because I wanted to wake up early
and pick up my sister from school.
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:In other words, I wanted to
take care of my loved ones.
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:And that's one of the most common
desires that every human wants.
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:So, meta benefit is both
personal and personal.
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:Now, if you've read the book called,
Cashvertising, you're probably
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:familiar with the most common
desires that every human wants.
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:And they are, to survive, to
enjoy food, to be free from
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:danger, sexual companionships.
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:to live comfortably, to be
superior, to protect your loved
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:ones, and, think social approval.
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:if you can show your customers how
your product's benefits can address
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:any of these common desires, then
you'll have a very powerful copy.
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:You'll be able to address all
the objections in their head.
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:And actually it's going to be extremely
hard for them not to buy your product
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:because what will happen is their
emotions will tell them, buy this.
137
:And then their logic will tell them,
yes, yes, you have to buy this because
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:reason number one, reason number two,
reason number three, like basically
139
:their logic will support their emotions.
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:we buy on emotions.
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:And justify that decisions with logic.
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:Well, if you can tap into those emotions
by using these personal and meta your
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:customers are going to end up convincing
themselves to buy your product, but
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:just a quick disclaimer though, you
can't do this for every product.
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:At least I won't advise you to, because,
especially in the medical industry.
146
:The personal and meta benefits
are kind of subjective, you just
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:want to make sure that you use
them properly or appropriately.
148
:So how do you apply this to your copy?
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:Well first, list down all the features
of your product or service, okay?
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:And then next, you want to turn
those features into benefits.
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:So for every feature, you want
to write down the benefit.
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:You know, the common benefits.
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:The personal benefit and the meta benefit.
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:Write down as many benefits as
you can, because this is going to
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:help you write your copy later.
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:This stuff isn't easy.
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:If you are struggling to, flush out the
benefits of your products or service, I
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:created a worksheet will guide you step
by step on, how to identify features
159
:from benefits so that you can become,
more persuasive, Copy that will influence
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:your customers buying decisions and be
able to, sell your products to customers.
