How to Sell Benefits Instead of Technical Specs

Ran a test last month that I'm almost embarrassed to share because of how obvious it was. Added 4 benefit bullets above the fold. Profit up +9%. The entire test took 40 minutes to set up. We had this technical product description that made us feel smart but converted terribly. Classic case of writing for ourselves instead of customers. So we went through our post-purchase surveys. 500+ responses. Same themes everywhere: - Energy issues - Thyroid problems - Slow metabolism - Weight struggles Turned those into simple checkmarks. Put them right where people actually look - above the pricing options. Results: +6.54% conversion, +9.53% profit per visitor, 91 extra orders monthly. Here's what gets me - this wasn't some brilliant insight. Our customers were literally telling us what to write. We just finally listened. Every brand sitting on customer feedback thinking they need some complex testing strategy... you probably just need to put what customers say on your product page. The best copy isn't clever. It's clear.

Your customers don't care about your features. They care about the BENEFITS they'll receive. Stop selling features and start selling solutions to your customers' real problems. 🛑🤔 I've found common pain points while talking to business owners, friends, and peers. Increase revenue 💰 Decrease costs 💸 Boost productivity 🚀 Bonus: they also desperately want to reclaim their time. ⏳ Many entrepreneurs work tirelessly just to stay afloat and get that last amazing feature their customer will love! They need solutions to help them systemize operations and catch their breath. 😰 If you truly know your customer, you can quantify their pain because you understand it. 🧐 Talk to them like a human. SHOW them how your product will solve that problem without creating NEW pain points. To close more deals, sell the benefits that directly contribute to these goals: Decreased Costs: "Our energy-efficient equipment 🌿 will slash your utility bills by 30%." "Streamline your supply chain with our software and reduce inventory costs by 15%." 📦 Boosted Productivity: "Automate your invoicing process and free up 10 hours per week for strategic tasks." 📊 "Automate L1 Customer service process and save over 20 hours a week" More Time: "Delegate repetitive tasks to our AI assistant 🤖 and gain back 2 hours per day." "Our comprehensive onboarding system will save you 5 hours per new hire." 👨💼 The key is to quantify the value and make it tangible. 🔑 Don't just say you'll save them time - tell them exactly how much.⏲️ Focus on the outcomes your customers want. Then, closing deals becomes much easier. You're no longer just another vendor - you're a trusted partner invested in their success. 🤝 Sell solutions, not features. Sell benefits, not products. Sell results, not promises. And when you can SHOW them instead of telling them, you've won.🏆

People don’t care about the features of what you’re selling unless you can show them how those features benefit them. It’s as simple as that. When I worked with a real estate developer who was struggling to close sales, they had stunning, luxurious properties in amazing locations (Belize, Costa Rica) but just couldn’t generate any interest from their email list. So when I began working with him, we completely overhauled the messaging strategy. We went from: Rattling off information about square footage, floor plans and furniture packages… ↳ To selling these homes as experiences. Sending a client a big floor plan doesn’t get them excited. But do you know what does? ↳ Having enough space to make special memories and traditions with family. ↳ Being lulled to sleep by waves lapping against snow-white sand. ↳ Having an oasis of calm to get away from the daily grind. Once we focused on selling experiences, not features, everything completely flipped. Suddenly, we had interested customers who couldn’t wait to tour these properties, when before, all we heard were crickets. Don’t sell features, sell benefits – and if you can, make those benefits into experiences. Your sales will thank you.