Why Would Anyone Care About a Square Pencil?

But prospects don’t get excited about features. Features require your reader to make the connection themselves. Why should they care about your feature?

You may have heard others talk about benefits. They’re the natural extension of features and they’re better, right?…

• The pencil is rectangular.>>It doesn’t roll when you set it down.
• It has all steel construction.>>The tool is tough and can take a beating.
• It includes 5 hours of video lessons.>>That’s a full day’s worth of learning.

Features are great and they start to paint a fuller picture of how your prospect can use your product. But let’s take it one step further.

The next time you’re writing some benefit statements add “SO YOU” to the end of your feature and you’ll instantly see what the true benefit for your client is. SO YOU takes your answer a step deeper into the TRUE benefit…

• The pencil is rectangular.>>SO YOU’LL never need to chase a pencil under your desk again. (And bang your head. OUCH!)
• It has all steel construction.>>SO YOU can abuse it day after day and yet it’ll still cut straight and true.
• It includes 5 hours of video lessons.>>SO YOU’LL be able to get started quickly, yet learn at your own pace.

Adding SO YOU forces you to think of your product/service from your prospects point of view. What is the REAL benefit for them?

Here are some more examples…

• It only weighs 2 pounds SO YOU can use it anywhere
• It’s a red car SO YOU feel sexy and stand out.
• Covered in a hard candy shell SO YOU won’t get melted chocolate all over your hands.
• The app only has one button SO YOU won’t waste a lot of time learning how to use it.