(intense music)
- Copy-writing secret number seven.
Stress benefits over features.
Time to use this for a bit. This is kinda feels lonely here.
(audience chuckles)
Okay. (marker squeaking)
Benefit, what's the, what's a benefit
and what's a feature?
Tell me.
- [Man] Benefits improve, improve your life
or solve your problem.
- Okay, benefits helps improve your life
and solve your problem.
Okay, yes. Pretty good.
- [Woman] Benefits equals results.
- Benefit equals results? Okay.
Okay yes, good.
- [Man] Benefits tell you the features you're selling.
- Benefit tells you stuff.
- [Man] Of the features you're selling.
- Feature we're selling, okay not bad. Yes?
- [Man] Benefits are for the customer,
and the feature's for the product.
- Oh nice, benefits for the customer,
features for the product.
Very nice, very close. Yes?
- [Man] So the, the best descriptive I've heard
is so if features, values, then benefits.
Features is what it is.
- What it is, yes.
- [Man] Values is what it does.
- Ah.
- [Man] And benefits is so that,
- It will do that.
- [Man] What's in it for me?
- Oh perfect, perfect. Yes? That's the best one.
Awesome. So as an example.
So feature is what it does,
benefit's is what it does for you.
Features what it does and what it does for you.
So here's an example.
On-call industry expert.
It's a feature, it's a what?
- [Audience] Feature.
- It's a feature.
So benefit is with over 70 years of
combined experience our expert advisers
helps you solve software issues in minutes.
So from here's the feature,
but here's what it means for you.
24 hour service.
Benefit, no matter what time it is,
or where you are in the world there's
always someone available to offer you support,
to offer you support for troubleshooting
technical issues.
How many believe, their, their sign's
a lot better than 24 hour service.
It's the same stuff. It's the same thing.
But you need to tell your customers
here's exactly what it means for you.
So if you go through your marketing here,
you go through your marketing here,
how do you turn feature into a benefit?
You do that by a simple question.
Thank you.
What's the question?
- [Audience] So what? - So what.
What's the question? - [Audience] So what?
- One more time twice as loud.
What's the question? - [Audience] So what?
- So what.
Yeah, so what.
You turn, so on-call industry experts.
- [Man] So what?
- Try that again.
On-call industry experts.
- [Audience] So what?
So that with over 70 years of experience,
combined experience our industry
experts duh duh duh duh, right?
So, so what?
And then you go with so that,
what it means for you is duh duh duh duh.
Duh duh duh duh duh.
So, let's work on your stuff a little bit.
Here's my, so one game to a group exercise.
A what? - [Audience] A group exercise.
- Okay, you're gonna help each other yes?
- [Audience] Yes.
- Okay here's how it's gonna work.
I want you to take a moment and I want you
to come up with a strong guarantee for what you do.
Okay. Come up with a strong guarantee for what you do.
That's number one.
Number two, I want you to come up with three
features that will, your product and service,
and I want you to turn them into benefits using what?
- [Audience] So what? - So what, yep.
Three features and turn them into benefits.
Let me give you, let's say ten minutes for that.
Okay? Go ahead.
(chatter)
Question?
- [Man] We're doing something about numerology.
But I was just making the example,
if I say maybe like top tips for rapid relief of anxiety,
nervousness, well top tips for rapid relief of anxiety,
panic, nervousness, and worry.
- Good.
- [Man] That's like the outlook on anxiety I did.
- Yep.
- [Man] But like would you still ask the question so what?
- No, you would look at the description
that you have on the book,
and then you look at the bullets you have for the book.
So are you communicating what they're
gonna get from the books?
- [Man] Yeah.
Here's what you'll benefit from reading this ebook.
- Yeah, yeah.
- [Man] Bullet. - Bullet bullet bullet bullet.
(chatter)
I believe you can make the guarantee stronger.
- [Man] Our guarantees, listen to our guarantee.
- Okay. Really?
- [Man] Yeah, does it you know,
if there's a way to fix it we'll fix it.
- Yeah, let's do it.
- [Man] Okay, well our, my selling point is,
our projects generate, will generate money
and create jobs.
- Okay, so now how can we make this maybe more specific?
- [Man] That's what we were, that's what we were going for.
- That's good, yeah, it's broad, how many jobs.
- [Man] So we have to be specific?
- Yeah.
- [Man] What numbers are you gonna guarantee? Right?
- Or, or the project, it's divided based on per project,
it will generate X amount of jobs.
- [Man] We can be that specific?
- Yeah.
- [Man] But kind of more on my conceptual side right?
Whereas I can do you know, the elaborate
positioning of the brand as opposed
to just managing the products.
- What is this? Is it for me?
What exactly do you do? - Yep.
- You don't want that. Try that, try that. Make it stronger.
(chatter)
Who's got a guarantee?
- Thank you for the plug.
(laughter)
- A satisfaction guarantee.
- So what's the guarantee? Tell me.
- It's a, it's just a satisfaction guarantee
that they're satisfied with my work.
- If they're not then what happens?
- And if they're not?
- And if they're not, then
- Are you gonna write it again? Are you gonna?
- Yeah, I'll rewrite it.
- How many times? One time?
- Up to three times.
- Okay good, that's good.
Hire me, if you don't like it,
I'll rewrite it up to three times.
- Okay.
- I'll do it to your satisfaction right? That's good.
So three times, rewrite until you're happy guarantee.
- Okay. - Right?
That's good. I like it. I like it.
(chatter)
Well this is distracting, what is going on here?
- Hi, I'm showing my work.
- Yes, yes, I try not to look at that.
Yes, guarantee, share with me. Who's got one?
- I already did.
We guarantee a, a service. We guarantee the final result.
- Okay good.
- If you're not happy we re-shoot,
we continue to work until we have the best possible quality.
- Not bad not bad.
How can you instead of just saying satisfaction guarantee,
make that more sexy for me.
Don't just say satisfaction, 'cause everybody
what does that mean?
But re-shoot, duh duh duh duh duh.
Come up, massage that a little bit okay?
(chatter)
Who's got a guarantee?
- We've got his website guarantee
that we're running with which is
a return of investment of 100% of what you paid,
or he'll make up the difference.
- Oh that's not bad.
- For a one year time frame.
- That's not bad.
- Yeah, with a one year time frame.
- That's not bad, I like it.
I like, I think here you can even
spice it up even more. - Really?
- Yeah, make it almost a double guarantee.
So one it could be a satisfaction,
you don't like it duh duh duh duh,
halfway through the project no problem,
no cancellation, give your money back, give you that.
Second is, within one year,
a return on investment guarantee.
So you, like it's a double guarantee.
Otherwise it's just, okay.
- Yeah yeah. - It's like bam bam right?
Like this, you're not happy I give you money.
More than that, I'll make sure 100% of your
money you'll make from your website bam.
So one, it's satisfaction, service,
the other is result.
- He's already got the track record so.
- Yep, so you do those two. Not bad, not bad.
(chatter)
Who's got one, guarantee?
- Guarantee? - Yeah, give me a good one.
- First consult is complimentary.
- That's not a guarantee.
- That's not a guarantee, what'd you say your
guarantee was, no you had your guarantee.
What was your guarantee?
I didn't write it down. You had three guarantees.
Do you remember?
- Oh yeah, hire, well deeper joy, higher profits,
and greater (mumbles)
- How do you define that?
- Well, it's different for each company
so we actually put in measuring,
- Okay. - How we measure these things.
- Okay.
So what would you call that guarantee?
- I don't know, I guess I call it success guarantee.
- Not bad, not bad.
- Like if, if we don't achieve these things,
based on kind of what we agree,
like what we're gonna measure 'cause
each business is different, then we have actually,
- I almost like, I like the matrix, the measure.
Like it's measurable success guarantee.
Something along those lines.
- But we decide what it is we're measuring.
- Yep, that's fine, that's fine.
But I like something like that.
It's 'cause success, what does that mean though.
Measurable success, that's curiosity, I like that.
Three minutes.
(chatter)
Three minutes.
(chatter)
Okay, stop.
Alright, so who, who's got a good
guarantee you would like to share?
Let me hear it.
- I have one.
- I think Ali's got a pretty good one, you got it?
- I don't know. What do you think?
We'll see them first, we'll see if, when we outdo them.
- Okay, let's see, let's see.
As loud as you could.
- Yep, check check check.
- No, is it on, is the mic on?
- It is on yes? - No, not on, let me see.
Let me sing a song.
What is going on? Hello? What?
Okay, try again.
- Is it working? - No.
- Anybody can you hear me?
- [Woman] Not really.
- Try that, try that.
(chatter)
- Nope. - No.
- I might not be loud, alright.
- You know what?
I'll stand next, I'll stand next to you.
I'll stand next to you, you can speak here.
Don't kiss me though.
(laughter)
Okay, here we go. Say it, say it.
- Can you hear me?
- Say it, say it okay?
- Hello. Nope.
- Even this doesn't work?
- Okay I think we're working now.
- Okay, okay, okay. So guarantee, now!
(chatter)
- Should I say what I'm doing first and what's,
- No just do the guarantee.
'Cause, is my mic off?
- [Woman] Nope.
- David. - David.
- Hello, yes good.
Okay, 'cause if the guarantee is strong enough,
what's FedEx guarantee?
(chatter)
When it absolutely has to be there overnight.
Okay?
So if it's a strong guarantee
you don't have to tell them what to do.
What you do.
- Alright.
Our guarantee that we will build you an e-commerce website,
that (mumbling) website,
we find a product on your site
(mumbles) seven different ways
that you become the customer,
and I guarantee 100% auto-buy on your website,
within the first year.
- That's pretty good right?
(chatter)
So meaning, he'll build, round of applause?
So he'll build you a website if you spend $5000,
$10000 you guarantee first year you're gonna at least
make that $10000 back.
Is that pretty good? I think that's pretty good.
How about you guys?
Hear 'em?
- Okay, our guarantee is for a anti-aging product.
- Yes.
- And with the anti-aging product we guarantee that
you will look and feel ten years younger
within 90 days or your money back.
- Okay, pretty good, pretty good. I like that.
I like that. (applause)
Let's do one, let's do one feature,
and then what you did to convert it into a benefit.
I want to hear the difference.
Anyone, anyone.
(chatter)
So I turned a, basically a deficiency into a benefit,
so every single competitor within this niche
had a you know box, which is something that you see
when you go into a store you see,
a bottle of serum in a very, very nice fancy thing.
Well, it's expensive.
The cost to develop is expensive,
to produce and that cost reduces the bottom line.
So, I took that and since it's an online sale,
said unlike our competitors,
we don't waste your money on things like unit boxes
which also impact the environment negatively.
So we're hitting the green button,
we're hitting the money button.
And then we don't have to actually make the box.
- Not bad, I know you're trying to save money.
Cheap ass is good.
(laughter) No no I'm teasing I'm teasing.
No, but, it's good, you're turning into,
save money but also turn it into a benefit.
But I think that could be more punchy.
Could be not, you shouldn't have to explain duh duh duh duh,
it could be you know what,
we duh duh duh duh, so that you duh duh duh duh.
Try that, can shorten that a bit.
We use what, what was the box, we don't,
make it shorter.
- Okay, we save you money by not,
we save you money, we save you money
by only having to create, a, waste money on packaging.
- The second part it's hmm.
(chatter)
Okay, not bad, what'd you say?
- [Man] We don't use a box, you save money.
- That's better, I like that better.
- Okay.
- We don't use the box, you save money.
That's pretty good. Pretty good.
So sometimes the feature, doesn't,
like a benefit doesn't have to be on and on
and on it doesn't have to be.
Sometimes it's that clear.
We don't use boxes, you save some money.
Cool, right? Bam.
- [Narrator] Ten times your finances.
Ten times your business.
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Ten times your life.
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