Go beyond benefits and talk about “results”

We are taught to stress benefits in our copy, but Terry Dean suggests going one step above ordinary benefits and stressing the results your buyer will get using your product.

“It doesn’t matter whether you’re offering a product or a service, you have to deliver the results,” says Dean. “Your customers buy because of the end results and how those results make them feel.”

Dean advises marketers to make the biggest, boldest promise they can legally and ethically deliver.
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“What kind of difference will these results make in your client’s life?” he asks. “How much are the results worth? Is there any way you can improve the results you’re delivering with an even more valuable offer?”

Source: Terry Dean newsletter, 2/3/15

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