The first question you need to do is fully understand your product. Ask yourself these questions:
- What problem does the product solve? Be as specific as possible. For example, a weight loss product may not just solve the problem of helping people get rid of stubborn fat. It may solve this problem for busy people (e.g., the meals are quick and easy to create, and the workouts are also fast and can even be done at home, so no traveling to the gym required).
- What are the product’s main features? The features are the “parts” of the product. For example, a feature of a copywriting guide is that it includes a sales letter template.
- What are the benefits of these features? Most prospects tend to be persuaded by the benefits of a product rather than just its features. That’s why you’ll want to list the benefit of each feature of your product.
For example, the benefit of a sales letter template is that it makes creating a sales letter fast and easy.
- What are the desirable outcomes of these benefits? You want to make sure you get at the “ultimate benefit” or outcome.
One way to do this is to play the “So What?” game as you list your benefits. You list a benefit, you ask yourself “So what?” and then you list additional benefits as you think of them.
Let’s imagine for a moment that you were making your list of benefits associated with toothpaste.
A feature of the toothpaste is that one of its ingredients is calcium carbonate. (You can see why many people don’t respond to features, as a lot of people won’t have any idea what calcium carbonate is.)
The benefit of calcium carbonate is that it helps whiten teeth.
Now we ask, “So what?”
The answer: whiter teeth create a more attractive smile.
Again we ask, “So what?”
The answer: when we like our smile, we feel more confident and attractive at work, at school, on dates, and in other social situations.
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So, as you can see, calcium carbonate doesn’t just whiten teeth: ultimately, it makes the users more attractive and confident.
- Which of these benefits are most important to your audience? Your product may have a lot of benefits, but not all of these benefits are of interest to your audience. That’s why you’ll want to do some market research (including surveys) to find out what it is your market wants and values.
Let’s take a look at another example of walking through the features, benefits and outcomes of a product. A feature of a dieting book is that it includes meal plans and recipes. The benefit is that these meal plans make it easier to stick to the diet. The outcome is that users lose weight while eating delicious meals. Indeed, the meals are so good that the whole family will enjoy them, which means the dieter doesn’t need to cook multiple meals (one for herself and one for her family).
Now the next component of targeting…
Keep Reading: How To Identify The Audience
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