So What s In It For ME

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What’s In It For Me?


Title:

What’s In It For Me?

Word Count:

513

Summary:

Ensure the language on your website focuses on benefits rather than features. Instead of just detailing what your product can do, explain what it can do for your customers. Describe your product in terms of the value it offers rather than just the product itself.

Keywords:

benefits, internet marketing, e-commerce, marketing

Article Body:

When crafting content for your website, prioritize benefits over features. Rather than simply stating what your product can do, express what it can do for your customers. Describe the product in terms of the results it delivers.

Here’s an effective approach I've used for myself and my clients.

To ensure a benefit is strong, imagine your reader asking, "So what?" If it's a feature or a weak benefit, refining your answer can lead to a stronger, more compelling benefit.

Consider this example: Suppose you’re selling a digital camera with a 24-megapixel resolution. This is a feature, but many camera websites highlight it that way.

Imagine a dialogue with a customer who has only used non-digital cameras:

You: This camera has a resolution of 24 megapixels.

Customer: So what?

You: It’s the highest resolution available today.

Customer: Yes, but so what?

You: This means your pictures have very little loss of quality.

Customer: What does that mean?

You: Your photos will be as bright and clear as if you were using traditional film.

Customer: Ah, now I understand!

Can you see how asking "So what?" transforms a feature into a compelling benefit? We started with “24 megapixels” and ended with “as bright and clear as ordinary film.”

Notice the context: you’re speaking to someone familiar with traditional cameras, so the benefit resonates with them. For a professional photographer, the benefit could differ, such as, "This resolution meets National Geographic's standards."

Here’s how to easily uncover these "So what?" answers:

First, list all the features of your product or service. Starting with features is straightforward.

For each feature, ask "So what?" Find a meaningful answer and append it to the feature with the words "so that."

For instance:

* The feature: "It has a resolution of 24 megapixels"
* Transforms into: "It has a resolution of 24 megapixels, so that your photos are as clear and bright as with your old camera."

Now it’s your turn:

Examine the products and services on your website. Are you highlighting benefits or just features?

Follow the steps outlined here to (a) list all your features, and (b) convert these features into compelling benefits.

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You can find the original non-AI version of this article here: So What s In It For ME .

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