The Clear Benefit of Benefits

Getting the message across to your website visitors on just how good your product or service is can take some skillful writing. The key to success is always to keep in mind who you are writing for (the website visitor interested in buying the product or service) and what you are selling (the product or service itself).

There are 3 simple steps to getting your content to achieve the goal of driving enquiries and sales on your site. Follow these and not only will the task of writing become easier but it will lead to a more focused and targeted website strategy.

Identify your target audiences

You aren't going to be selling to everyone. Your service may have geographical restrictions or it may appeal to certain demographics or genders. Start by making a list of all of the different target audiences that your product or service could serve. You may come up with a dozen or so target audience types but for each one you need to be clear on what distinguishes them from the other groups you have identified.

List the features of your product or service

With that done your next step is to take the product or service that you are selling and start to list its features. These might be new features, unique selling points or just a plain description of its core components. Ensure you've got 3 or more for each of the items or services that you sell.

Now bring in the benefits

The final step is to make sure you convert those lists of product or service features into benefits for each of your target audience groups. While this may not work for each of the features you have identified it should work for a few of them. Create a grid of target audience types v features for each of your products.

With this information the content of each of your website pages can now be focused on your target audience type and product and the content should now - if you've got it right - be extremely relevant to their needs.

If you'd like help and support with undertaking this kind of analysis with your own product portfolio or service catalogue then Emerging Innovations are ready to help so feel free to get in touch.