Turning Features into Benefits (Value Props)

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The three types of benefits

1. Functional Benefits: What your feature does for the prospect.

2. Dimensionalized Benefits: A vivid description of what that benefit looks like in your prospect’s life.

3. Emotional Benefits: How that benefit makes them feel.

6 steps to turn features into benefits

This skill is one of the biggest differences between the A-list, seven-figure superstars and the many ordinary copywriters trying to rise up the ranks.

Step #1: Know Your Prospect Inside and Out

(This should have been completed in the previous module.)

Step #2: Create a Complete Features Inventory

Fill out HERE

Step #3: Figure Out WHY Each Feature Exists

Thinking in terms of the concrete reasons why your product will benefit the prospect, why it’s different from others, why your benefits are believable... this is all essential to any promotion. No exceptions.

The trick with this is to put yourself inside the mind of a prospect and figure out why that feature might be advantageous for them. What does it mean for them? What does it offer? Why might they like it?

The caveat here is that there’s no need to go overboard with this process.

Once you can give a basic explanation for why the feature is important, it’s time to move on. And that’s because you’ll have plenty of opportunities to expand into deeper, more specific benefits in the ensuing steps.

Step #4: Think About What that Feature Actively DOES for Your Prospect

Step #5: Dimensionalize Each Benefit as Much as Possible

In this practice, your goal is to give the prospect the most vivid, seductive description possible and experience of the benefit. If you look at the boxes in your Benefit Chart, you’ll see that the copy under “dimensionalized benefit” has taken a giant leap up in both detail and overall richness.

At this level, it’s important to understand that it gets a little harder to nail exactly what you should be saying. This is where knowledge of your prospect comes in. The more you understand your prospect, the more accurate and seductive you can make your benefit copy sound.

Step #6: Rank, Select, and Combine Your Benefits

 Once you’ve got all your benefits (functional, dimensionalized, emotional) out on the page, it’s time to begin working with them! One of the very first things you’ll want to do is carefully consider which benefits are most important to the prospect. To do this effectively, you can begin by using your intuition, asking yourself …

• Which benefits seem strongest and most appealing?
• Which feel more like secondary benefits?
• Which appear to be similar or identical benefits?

The last question is of special importance, because as you can see in your Benefit Chart – many of the features we originally listed lead to similar or even identical benefits. That’s great because it means the product is able to deliver that same benefit in a variety of ways, making the benefit much more believable.

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