After 10 years of being in business in this online space I’ve come to realize that some insiders’ tips are better than others.
The one that I have for you today is a key that unlocks a door of incredible treasures that over time will prove to become more and more valuable.
This insiders’ tip has to do with improving your copywriting skills.
The one that directly relates to clearly stating in your messaging what problem(s) you solve AND the benefit someone will receive from working with you.
If you want more coaching clients, being clear on the benefits people will get by working with you is key. It’s all about the messaging and how you convey what you do, how it can improve their life and help solve their problem.
It’s easy to focus more on the features or the ‘stuff’ your clients will receive vs. the benefits they get by working with you. It’s easy to make a list of features, (like 12 coaching calls, downloadable guides, high-value checklists, etc.).
But the true test of writing great copy and messaging is being able to clearly and succinctly list the benefits you and your program offer.
WHAT ARE PROGRAM FEATURES?
The features of your program are simply what your offer IS and what it includes. It’s essentially the program or coaching that helps your clients. The features are HOW people get the program, but the benefits are the desired result and WHY they buy.
Here is one example. If you are offering a 90-day hormone balancing program, the features of your offer convey what it IS:
- A 90-day online group program
- A 90-day meal plan
- A list of hormone-supportive foods
- A private Facebook group
As you can tell, features are pretty neutral and don’t evoke emotion or excitement. Think of it as the “stuff” they get and how they consume the content or program.
WHAT ARE PROGRAM BENEFITS?
Benefits are where the magic happens in your copy AND it’s what gets people to take action (or not). Benefits are the outcome or results that your audience will experience by working with you. It’s what your ideal clients want, need or desire.
Your audience is asking, “What’s in it for me?” and “Are you the one who can help me?” The benefits address these questions. The benefits of your offer are why your audience decides to take the next step with you. It’s what you use to lead them from audience members to client, and the reason why they choose your offer over others.
Going back to the example of the 90-day hormone balancing protocol, the benefits of this program may look something like this.
“After completing this 90-day hormone-balancing program, you’ll experience:
- Improved mood with less anxiety
- Fewer PMS symptoms and fewer cramps
- Reduced stress and better sleep
- Better blood sugar control, which leads to fewer cravings for sweets
- More energy and less mid-day fatigue.”
The benefits of your offer should solve your audience’s pain points and problems. And when it comes to copywriting, your offer’s BENEFITS are what you will use to elicit that emotional response that leads your audience to make a purchase.
People pay for results, and benefits are the results and outcome they get by working with you.
INCREASE CLIENT ENROLLMENT BY FOCUSING ON THIS ONE THING
When you want people to take action, having a strong focus on the outcome and result (the benefits) is how to make that happen.
I’ve studied copywriting for the last 10 years and I work weekly on making my copywriting better than it was the week before. #alwaysimproving
On this week’s episode of The Wellness Business Podcast, you’ll discover:
- What are features vs benefits of your program and why is it more important to focus on the benefits when it comes to getting more clients
- Examples of features and benefits of some coaching programs that you can model for your business, (we’re making it super simple)
- 5 easy ways to research your ideal client’s problems, challenges and desired results, so your messaging stands out above your competitors
Tune in to episode 247 of The Wellness Business Podcast to learn how to increase enrollment by focusing on the benefits of your program or service instead of the features it includes.
Links/Resources mentioned on the show:
Links to resources: