For All Those People Who Struggle With Benefits and Features

For Everyone Who Has Ever Struggled Sorting Out Benefits From Features - "SWAT Them!"

SWAT is not actually an acronym. It is a compaction of the question "so what?"

You see, one of the biggest problems that even experienced copywriters and marketers fall into is being clear on what benefits their product or service actually delivers to their customers.

SWAT provides the solution.

Here is how it works:

• Take a piece of paper. Divide it into columns one headed features and one headed benefits.

• Under the features column list all the features that come to mind.

• Under the benefits column list all the benefits you deliver. (Don't worry about neatness there will not be a one-to-one correspondence between features and benefits)

• Now, get yourself back in your customers' mindset. Take each feature in turn and ask yourself "SO WHAT?"

• And keep on asking the question until you can't think of any sensible, benefit oriented, answer.

• Do this for every feature in your list

• Now go back and repeat the process for every benefit you originally listed

It is pretty certain that the same benefits will occur many times over as you run through this exercise. That's fine. These are the ultimate benefits you have been looking for. These are the benefits you will 'sell' to your customer.

An example

I wear a pretty cheap and tacky diver's watch. Its features include:

• water proof to 50m (that's about 164 feet)

• accurate to 1 second per year

• tells the time in 2 time zones

• dual analogue and digital display

• shock proof

• stop watch

• back light

• day, month date function

• 5 year battery life

Now for certain prospects this list of features is pretty powerful on its own. Principally young men who like to dazzle their friends with the latest gadgets and gizmos.

But let's try to figure out some marketable benefits for a wider audience.

"Water proof to 50m"

So what?

You can wear the watch while diving

So what?

You can be sure it is waterproof enough for all day-to-day use

So what?

You can put the watch on and forget it - no matter what you are doing

So what?

Accurate time keeping -anytime, anyplace.

So what?

???

Your thought patterns would obviously be different to mine. But I am now stuck. The question "So What?" doesn't lead me to another statement. No matter. I am pretty happy with the last couple above. Either of them talks to me of the real benefits the watch could bring.

Now I would need to go away and do the same thing for all of the other features. When I first did this exercise I ended up with over 120 benefits (and this for something that is definitely pretty cheap and tacky). I am not going to do that here again.

The benefits that kept repeating were the go anywhere, do anything, super accurate timekeeping.

I was able to produce 30 plus benefit driven headlines. And I had no difficulty in sorting out the benefits from the features.

And all in a little over an hour.

Seems a pity that I don't actually sell watches.

About The Author

Keith Longmire is the owner of JKL Business Growth Solutions. JKL specialises in bringing main stream business improvement and marketing solutions into the reach of smaller businesses.

http://www.jkl-small-business-marketing-solutions.com/

---

Marketing Tips For Small Business ? Advertising That Works, Part I

Have you ever seen an ad on television that was... Read More

Choosing a Print Mail Dealer

"Print & Mail is a type of service that... Read More

Increase Business By Being Nice

I have been reading articles on increasing sales using search... Read More

Do I Need Raised Letter or Full Color Business Cards?

If you've been searching around for business cards that will... Read More

Boost Headline Believability With Specifics

Don't use vague generalities in your headlines. Be as specific... Read More

Free Internet Advertising: 6 Proven Ways To Prevent Your Competitors From Stealing Your Customers

It is getting harder daily to generate traffic.And when you... Read More

Advertising Your Holistic Business

The most basic answer is the same answer as to... Read More

Should You Advertise on TV?

When people discover my background in advertising, the questions flow.... Read More

10 Reasons Why Your Company Needs Custom Invitations

I am always amazed when I hear about companies who... Read More

Why Would Anyone Want Your Business Card?

Do you remember how proud you were the first time... Read More

For All Those People Who Struggle With Benefits and Features

For Everyone Who Has Ever Struggled Sorting Out Benefits From... Read More

Persistant Advertising Will Do No Harm!

From my experience, I've been on many discussion groups and... Read More

Is there anything new under the sun? Heres how to find out if your bright idea is unique.

"There's nothing new under the sun" is probably the... Read More

10 Ways to Advertise Your Business For Free!

At some point many small business owners are left with... Read More

Do Your Radio Ads Work?

Most small businesses don't have a high powered advertising agency... Read More

100 Excellent Words and 70 Action Getting Phrases for Ad Writing

100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain.... Read More

Radio Interview 101

Different Types of Station ContactReaching radio hosts (for the purpose... Read More

How To Make Your Resource Box Sell

Ezine Articles - they're everywhere!And little wonder. They're one of... Read More

Add More Pizzazz To Your Ad For More Profits

I recently completed a Marketing Makeover for an Ad that... Read More

The Shrinking Ad Dollar

CPR CPA CTR... what does it all mean? What it... Read More

Advertising That Annoys: The Real Story

Critics conclude that entertaining or "creative" commercials sell better than... Read More

The Man With The Grasshopper Mind

The title of this article also happens to be one... Read More

Super Secret Tip For Using PPC Search Engine Advertising Successfully

It's not about traffic; it's about generating leads. That's right.... Read More

Top 9 Reasons To Advertise

Advertising is not for every company. But some require it... Read More

How To Write Really Good Ads

All sales begin with some form of advertising. To build... Read More

The Secrets To Successful Radio Advertising

Ask some businesses about radio advertising and they'll tell you... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

Send em to the White Pages

Your business is listed in the Yellow Pages whether you... Read More

Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention.... Read More

The Inside Secrets Of Free Publicity For Your Business

Product publicity is the "secret pathway" to business success... Read More

Diamonds Are For Evil

The task of executing successful advertising campaigns for products made... Read More

Why Most Advertisements Stink!

Question: What do you think the most important part of... Read More

Seven Ways to Kick Up the Power of Your Print Advertising - More Small Business Power Tools

If you're a retailer and the only kind of advertising... Read More