Uncovering
The
"Hidden Benefit Hot-Buttons"
Of Your Prospects
Or:
The BENEFIT Of The Benefit
From
the desk of Timothy A. Gross
In
copywriting, it's well-worn knowledge to not just stress
the features of a product, but the benefit
that the features provide.
As
a refresher:
| Product |
Feature |
Benefit |
| Pillow |
It's
softer and more comfortable |
You'll
get a better night's sleep |
| Super
Golf Club |
High
precision & accuracy |
Cut
strokes off your game |
| Weight
Loss Suppository |
Helps
you lose weight |
Look
more attractive and feel better |
Clearly,
the Benefits the features provide are more compelling and
interesting than just the physical features of the product.
| Product |
Benefit |
Hidden
Benefit |
| Pillow |
You'll
get a better night's sleep |
Be
more productive at work and get a raise |
| Super
Golf Club |
Cut
strokes off your game |
Make
your obnoxious golf buddy cry in his beer after you
whip his butt |
| Weight
Loss Suppository |
Look
more attractive and feel better |
Impressive
everyone at your High School Reunion |
Okay,
let's try to take it a step farther. I can't tell you what
the potential Hidden Benefit is to YOUR target market, that's
something you need to discover.
| Product |
Hidden
Benefit |
Deeper
Hidden Benefit |
| Softer
Pillow |
Be
more productive at work and get a raise |
Prove your
dad wrong when he said you'd never amount to anything |
| Super
Golf Club |
Make
your obnoxious golf buddy cry in his beer after you
whip his butt |
Raise your
confidence so you can demand he pay you the $200 he's
owed you for a year |
| Weight
Loss Suppository |
Impressive
everyone at your High School Reunion |
Be able
to quit therapy after you turn down the guy who was
the most popular jock in school who never gave you a
second look before |
Hint:
Hidden Benefits are easier to uncover when you're targeting
specific niche groups versus the general population. The
trouble is, unless you know the demographics of your buyers,
you may not know their "hidden" hobbies and interests
that, while maybe not directly related, you can tap
into to trigger a deeper or more engaging reason
for them to buy.
Hope
that gets you brainstorming!
To
your success, Tim Gross
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