Diving deep into benefits: an exercise for anyone who wants to sell more effectively

"What's in it for me?"

That's what your audience cares about and the most important question your copy needs to answer.

You do that by highlighting the benefits and outcomes your students and clients can achieve when taking your course or using your product.

It's not enough to stay at the surface level here. Go deep into what it really means for them.

Here's an exercise to help you uncover that:

Create a table like this to explore the benefits on 4 levels.

Emotional benefits are how they'll feel after your course or using your product

Tangible benefits are the concrete (ideally measurable) results that people can expect

Short-term benefits are what they'll get and perceive straight away

Long-term benefits are often visible only after a couple of months.

Now, how does this look like in practice?

Here's an example for Minimum Viable Video, a cohort-based course helping professionals accelerate their careers and grow their businesses with videos:

Whenever you can, gather concrete examples and results to bring the benefits to life.

Then, your audience can really imagine themselves experiencing it.