All language subtitles for 22 - Selling the Benefits NOT the Features English

Okay.

So let's have a look and see how we can write a really great description for our product.

And you can see here, I've written sell the benefits, not the features.

This is a key point which I'm going to expand on as we go through this lecture.

But before we get into that, one of the things I do want to say is that product descriptions do not

have to be complicated.

In fact, the shorter and more concise they are, the better.

What I often see is people writing very long product descriptions, and really, for the most part,

that is not necessary, particularly in our case when we're selling impulse items.

Imagine you write a very long product description, which you're expecting somebody to read.

We're trying to sell something on impulse here, and you're asking them to read through 10 minutes of

your text.

Okay, they're not going to do it.

And if they are, it's probably not going to have the desired impact that you want.

They want to look at a very concise description that tells them about the product, look at some great

images, see that the price is right, and then go ahead and actually make the purchase.

That is what we're trying to achieve.

Okay.

So what do I mean about benefits and features?

What do I mean about selling the benefits and not the features?

So let's just think about that necklace that we were looking at, the little poor pendant.

The features of that poor pendant are its chain length, its weight, the overall size of the pendant.

Those things are the features.

So imagine if you went into a store and the salesman said to you, you're really going to love this.

This this product has a chain length of 50 centimeters.

It weighs five grams, and the pendant itself measures 2 to 3 centimeters across.

What would you think at that stage?

You probably think that's a bit weird.

Why is he telling me these things?

But they're all correct, right?

That's what basically what the product is all about.

It feels weird and it doesn't make you want to buy the product because he's basically describing the

features.

But what if he were to sell you the benefits, which in fact is what happens every single time?

What he's likely to say is something like, You're going to absolutely love this product.

It's such a fantastic way to show your love of dogs.

It has a beautiful alloy finish to it and just sits really comfortably around the neck.

See what I've done there?

We're talking about exactly the same product, but what I've talked about there, literally off the

top of my head are the benefits, huge difference between benefits and features.

I hope you can see straight away why that makes such an enormous difference to your sales, and that

is why you want to sell well, you want to emphasize the benefits and not the features within your product

description.

So by way of example, let's actually go back to my product and actually write out a very concise product

description that does exactly that.

Okay.

So here we are back on the description now pro tip here.

A great way to start.

Any description is to write a question.

A question is a great way of drawing somebody in to what you're about to write.

So a really nice question here would be something like wouldn't.

You love to own this stunning.

Necklace.

Okay.

I know that's super simple and repeating to a certain amount what I've written in the title, which

is also fine, but are that copywriting skills again?

Okay, so the title leads into the next part and it basically says to the person, you know, well,

as you can read, wouldn't you love to own it?

And they're like, Yeah, okay, maybe I would let me read on a little bit further.

Do you see what's happened there?

Some really basic psychology that it gets people to read the next part of my description.

Now, this is where we want to keep things simple, as I said.

So what we do here is we write three bullet points.

So you can come up here to these three little dots here and you can select bullet points, and then

we can write out the three key benefits.

So I could write the perfect way to show your love of.

Looks all right.

Then I could write a beautiful.

Pendent for every.

Occasion.

Let me write pendent correctly.

And also occasion what happened there.

So, okay, so two really nice benefits then let's finish off with a quality.

Alloy finish.

Available in three.

Stunning.

Colors, hoops.

And let me just correct this part as well.

So there we have it.

Those are our three benefits.

I really hope you can see how that would draw somebody in.

So wouldn't you love to own this stunning necklace?

The perfect way to show your love of dogs.

A beautiful pendant for every occasion.

A quality alloy finish available in three stunning colors.

Now, that last one, you could argue is a little bit feature free as well, right?

I've talked about a quality low finish, but that's fine.

I'm not talking about the exact size of it or stuff like that.

Now, if you do want to include the exact size of it, which you might for some sorts of products,

then by all means make another bullet point and just list them out.

But don't do anything more than that.

Just simply say necklace, length, whatever weight, whatever size of pendant, whatever it is.

Okay.

For the most part I find that's really not necessary.

But there are a few exceptions to that rules with certain products.

But 99% of the time this type of product description, in combination with some high quality images,

is all you really need to convert your visitors into customers to convert your visitors into actual

sales.

And with that all done, that brings up a very exciting moment because we can now publish this.

We're now ready to publish this on our site.

So to do that, that's simply click on the save button to start with.

And then of course, we're going to change the product status to active.

It was draft.

Now it's active.

And then let's click on Save.

And with that done, our very first product has now been published on our site.

A very exciting moment.

I hope you agree.

Now, we've been looking at all kinds of exciting stuff up to this point, but I think it's time to

have a little rest.

Let's sit back in the next lecture and just enjoy how the product presents on our site.

Let's have a look at all the hard work that we've done.