« Insider Tip of the Week - 07/26/06 | Main | Insider Tip of the Week - 08/09/06 »

August 05, 2006

Insider Tip of the Week - 08/02/06

Leveraging the "deeper benefit"

by Bob Serling

A rose is a rose and a benefit is a benefit, right?

Not quite. You see, not all benefits are created equal.
For almost any market, there is a deeper seated benefit
that means more to your customer than all other benefits.
If you can identify precisely what that deeper benefit is,
you'll be treated to the tune of your cash register
(whether a real or virtual cash register) ringing
continuously.

The "deeper benefit" in action

Here's a real life example of the deeper benefit in action.
One of my target markets is consultants and trainers.
Just about every consultant and trainer would like to
add information products to their business as a way of
bringing in passive income.

When I recently sent an email offering my "Information
Products Master Course" to the consultants and trainers
on my list, I could have used a subject line featuring a
key benefit like:

"How to make thousands with information products"

That's a pretty decent benefit. "How to make thousands".
What consultant or trainer wouldn't want to do that?

But if you dig a bit deeper and discover what really
motivates your prospect, you can find the "deeper
benefit" that few prospects can resist responding to. In
this case, by doing my research, I discovered what
truly motivates consultants and trainers to want to add
information products to their product/service mix. Then
I used it to create a far more compelleing subject line:

"The secret to working less & paying yourself more"

You see, the vast majority of consultants and trainers
aren't making nearly as much money as they'd like to.
There are tremendous peaks and valleys in service
businesses. Sometimes they're turning away clients.
Other times, they can barely keep their doors open
for business.

So this subject line outperformed every other subject
line I tested because it combines the pain they feel
- working too much and not getting paid enough - with
a promise of overcoming that pain and achieving an
important goal, "paying yourself more". That's a tough
combination to beat!

How to uncover your "deeper benefit"

There are many ways to uncover the "deeper benefit"
that truly drives your prospects to action. One of the
best is to ask yourself:

"What keeps my prospect up at night? What is
so important to them, or so problematic, that
they lose sleep over it?"

Answer that question, use that answer to drive your
copy, and you're practically guaranteed greater sales.

====================================

How did one of my students sell 9,500 copies of his
information product with almost no prior experience?
http://www.directmarketinginsider.com/9500copies.html

Posted by Bob Serling at August 5, 2006 09:50 AM

Trackback Pings

TrackBack URL for this entry:
http://www.directmarketinginsider.com/blog/mt-tb.cgi/14

Comments

Post a comment