You're listening to “The School of Client Attraction.” Marquel Russell is the founder of Client Attraction University, a marketing consultancy helping you attract clients on autopilot and scale your business while working 50% less.
Quick disclaimer: a side effect of listening to the show is more clients, more profits, more freedom, and it's more impact in your business. Now, here's your host, Marquel Russell.
Marquel: Hey, what's up, my friend? Marquel Russell here. Welcome to this brand new episode of the School of Client Attraction.
Now, one thing I see a lot of people struggle with is they struggle with benefits and features when they're talking about that market, right? A benefit is why do people want to get it? I'm going to give you an example.
Let's say, somebody who's buying a leather couch. The couch being leather is a feature. The benefit is that maybe it's adjustable, so that it eliminates back pain, so even if they fell asleep on the couch, they wouldn't wake up feeling like they had been sleeping on a hard floor or something like that. Right? That's maybe an example right off the top of my head. [01:11.0]
We're going to go a little bit deeper. We're not going to talk about benefits and features in this particular episode. We're going to go even deeper. There are two types of benefits and you want to make sure you write in the right benefits in your marketing, in your ad copy, in your emails, whatever kind of offers you're creating, because if you choose the wrong benefit, it's going to lower your conversion, but if you pick the right one, it can drastically increase your conversions.
Let's talk about the two different types of benefits. I’ve got my notes right here just to make sure I don't forget anything. You’ve got functional benefits and then you have dimensional benefits.
So, a functional benefit. Let me give you an example. A functional benefit is saying, Hey, if you buy this thing, it's going to make you more money. That's a function of benefit. Okay, cool. [01:55.6]
Now a dimensional benefit. That's when you make it real. You make it three-dimensional, basically. For example, one side, if you do this, then you're going to make more money. The other side is, once you buy this thing, you're going to be able to wake up on days before you even start your day, and you automatically see that you've made [money]. You’ve got payment notifications where you've already made more money before you woke up than you used to make in a month.
So, you’re literally sending the same exact thing. Not really the same as that thing, but you're telling me you’re going to make more money, but you're making it more dimensional.
Let me give you an example. Let me give you another example rather. Let's say, you're a personal trainer. One way to do it is to say, Hey, if you join my personal training program, you're going to lose weight or burn fat. That's one. That's a functional benefit.
However, if you say, After working with me for 90 days, you're going to be able to get back into those jeans you wore in high school, and when you walk into the room, heads are going to turn to the point where your boyfriend is jealous and doesn't even want to take you out. He just wants to keep you to himself. [03:04.0]
Do you see the difference? That's a dimension of benefit and a functional benefit. You want to make sure in your emails and your offers, your webinars, your conversations, your enrollment calls, from stage, whatever, you want to make sure you focus on making your benefits more dimensional versus making them functional where they're just like, Blah-blah-blah, right? Everybody's saying that. So, think about that the next time you're writing your marketing.
Thank you so much for checking out this episode. Have a phenomenal day because you absolutely deserve it. Talk to you soon.
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