Beyond benefits: What your customer really want

Beyond benefits: What your customer really want

Topic
Copywriting
Publish Date
Mar 6, 2021
Must-Read
Highlight the benefits of your product, not its features.
That’s still true. But old news.
Every creator and entrepreneur should have understood by now that customers don't care as much about technical details as they do about what's in it for them.
Today, I want to show you what's beyond the benefits. Something your audience wants even more...
Outcomes.
They are the tangible version of a benefit, can be measured and brought to life.
To show you what I mean, let’s look at an example from an online guitar course I worked with:
  • Feature: Includes 10 lessons on chords and chord changes.
  • Benefit: You'll be able to change chords quickly, so your guitar play sounds more musical.
  • Outcome: You can actually keep up with playing a full song from beginning to end.
Changing chords quickly sounds nice, but ultimately guitar players want to entertain (and impress) their friends and family with a full song. That's the end goal.
Your customers will like the benefits, but they'll love outcomes such as saving $500 per month, saving 8 hours every week, publishing at least 5 high-quality videos online.
Figuring out a tangible, measurable outcome isn't always easy, though. And many creators are wary of making a promise to their customers.
But if you can, it'll put you a step ahead of your competition.
 
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