The first thing you need to do is determine the benefits of your product, and which of these benefits are important to your target market. Follow these steps:
Brainstorm as many benefits of your product as possible.
Your audience is primarily interested in the benefits of your product rather than its features, which is why you’ll want to create a title that touts the benefits. As such, you’ll start off the titling process by listing out all the benefits of your product.
To be clear: the features are the parts of a product, while the benefits are what these features do for the user.
For example, a feature of a copywriting product is that it includes a template. The benefit of this feature is that a template makes it fast and easy for anyone to create a sales letter, even if they don’t have much of a background in copywriting.
Next step…
Determine which benefits are important to your audience by doing your market research. Even though your product may have a lot of benefits associated with it, your audience doesn’t view each benefit equally. Simply put, some of these benefits are more attractive to your audience than other benefits. That’s why you’ll want to do some research to find out which benefits your market values the most.
You may be able to get a sense of what’s important to your market by taking a look at what your competitors are doing. For example, check out the sales letters for some of the bestselling products in your niche to see what benefits these sales pieces highlight. (And, of course, check their product titles too.)
Another way to better understand what your audience wants is to ask them. You can create and distribute a survey to learn more about their biggest problems and what sort of features and benefits they’d value most in a solution.
Prioritize your list of benefits according to what your audience wants as well as what your product delivers. Just because your audience really values a particular benefit of your product doesn’t mean this benefit should appear in your title. If the benefit is fairly small in terms of what your product offers – e.g., it’s not a main benefit of your particular product – you may discard that benefit and choose something else for the title.
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NOTE: If your market research shows you that your audience is really interested in a particular benefit – one which your product really doesn’t deliver on – then that’s an opening for you. Instead of misleading prospects by trying to showcase that particular benefit in your title, you can create a NEW product that specifically showcases that benefit. (Or, alternatively, you can update your existing product so that it really delivers on the benefits that are most important to your audience.)
Next…
Pick the top two or three benefits to include in your title. Now that you know what your audience wants and what your product delivers, you can pick the top benefits to showcase in your title. (Real-life example: How to Win Friends and Influence People.)
Which brings us to the next step…
Keep Reading: How To Start Titling Brainstorm
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