Benefits vs Features – The key to selling

Perhaps one of the most important things to know when selling online is to point out the features benefits of a product.

There are some exceptions (such as web hosting), but for the most part people dont want to know all the technical details right away. They want to know, how is this going to benefit me? The best way of doing this is by using a technique I call, “The Feature Benefit Technique.” I didnt invent this technique, I just dont know the technical term.

For example with windows. Many windows are double pane windows now… Now a days most people know the benefits, but some may not! Let’s think about some of the benefits:

• Saves energy costs.
• Increases home value.

So now, if you’re trying to sell windows you could do something similar to, “Save energy costs and increase home value by using double pane windows.”

Perhaps one of the most amazing examples of this technique was on a radio ad my Dad told me about today.

This window company was talking about how they can install your windows and give you a new heater for practically $0. You think, well how can this be? Essentially the ad goes on to say that they will replace your windows and heater for as little as $25 a week and that you’ll save so much on your energy bill by updating from single pane windows and updating your old water heater that you’ll save $25 or more per week on energy costs. Resulting in a net $0 cost to you.

How brilliant is that?

Now compare that to an ad that says, “we have the best service… we are the top company ever!1111… etc.”

I love the art of selling. It’s really amazing. In fact the ad was so compelling, my sister (who just bought a house today by the way – congrats to her and her husband to be) is going to have them do it. I bet that ad has some crazy high conversion rates.

Now the real question. How can we apply this to affiliate marketing? More to come soon.