Clearly explain your benefits
Your message is the backbone that grabs people's attention and directs them to an offer. The only way to successfully do that is by telling a story that explains their benefits as clearly as possible.
Benefits are easily associated with positive feelings and are more relatable than a product's features.
If you want to position your product as the go-to solution for people's pain points, focus your messaging on benefits not features. Benefits are better at triggering thoughts and feelings that can help people envision a new life with your product in it.
Here's a quick example:
- Product/Service = Restaurant
- Feature = Open 24/7
- Benefit = Buy food at anytime. Thought = Available whenever I'm hungry. Feeling = convenience, reliable
- Messaging idea = Feed all your favorite ― or freakishly late night ― cravings whenever you have them.
PARAPHRASING JOHN F. KENNEDY:
Focus not how your product can make money for you ― focus on what your product can do for your people.
Your benefits tell a story of the value-added and help you stand out from your competition
The truth is, your product's features are important but that's not your competitve advantage.
Feature-focused messaging tends to compete on prices and result in a response like, "wow cool, but, so what?"
Use your product's benefits to tell a story about the value-added -- that's the secret to differentiating your product from your competitors (especially in a super-saturated market).