How to Create Benefits from Features
I admire the way some companies sell the sizzle. You know that expression, sell the sizzle and not the steak? It refers to the idea that effective sales and marketing campaigns should craft compelling benefit-rich propositions. Selling benefits goes well beyond products, though. Look around and you’ll see people using benefit-rich persuasion techniques in office management, politics, the classroom, and even at home (especially if you have teenagers).
Here’s a good business example. Moleskine sells paper notebooks at a premium price point. The construction of their notebooks is exquisite, but the top level sales copy sidesteps features. They sell heritage. If you use this notebook, you’re following in the footsteps of giants like Van Gough, Picasso, and Hemmingway. Good company for aspiring artists and writers.
Here’s an example from Hello fresh. Like many impactful websites, it has a strong USP (a crisp value proposition at the top of the landing page) and three benefit-rich claims above the fold.
When you read an impactful benefit, the message seems so obvious it must have beem easy to write. The reality, of course, is quite different. Knowing how to write high-impact benefits is not easy, especially if your line of work requires lots of benefit-rich copy (e.g. write product descriptions for a Shopify store). It takes patience, dozens of iterations, enormous creative energy, and a dash of inspiration. Where can you find inspiration?
That’s where ChatGPT and AIPRM can help. We’ve got several AI-powered prompts that can help you generate lists and brainstorm ideas. Will you become the next Don Draper and come up with a world famous advertisement? Unlikely, but you will save time and increase your chances of uncovering an inspiring idea, catch phrase, or tag line.
Running a prompt #
- Log into ChatGPT.
- On the AIPRM dashboard, click the Public tab.
- Go to the search field and enter Feature to Benefit.
- Select the prompt.
- Paste the product features into the text field. The more details, the better.
- Click the Send Message button.
ChatGPT generates a list of benefits. In the example below, I entered a simple product (root beer) and the AI generated multiple benefits.
That’s it. Now you know how to generate benefits with AIPRM.
Read more #
If you have any questions or need further assistance, our tutorials guide you every step of the way. Reach out to the AIPRM Community Forum and we’ll help you get started.