The 3 Types Of Benefits
It’s common advice to focus on the benefits.
Write features. Convert them to benefits. Focus on the benefit of the benefit.
But…
Not much light is shed on what exactly is a benefit.
When reading about it from Clayton Makepeace’s material, he puts them into 3 categories.
This is helpful because it makes it easier to
Write them
Use them effectively
Know how to get them
But what are the 3 types of benefits?
Functional benefits
What the feature ‘does’ for the prospect.
Example: This exercise relieves the tightness in your hamstrings.Dimensionalised benefits
Benefit that shows what this looks like in your life.
Example: Going to the gym enables lifelong strength. You can carry your grandkids in your 60s.Emotional benefits
This one’s quite straightforward - a benefit that makes the reader ‘feel’
Example: Going to the gym enables lifelong strength. You don’t have to feel pain walking up a flight of stairs. You’re strong and independent and can go about anywhere. It’ll save you from years of support from a stick and keep you going till the ripe age of 80.
There’re a lot more layers to this but, based on my initial notes I found this worth sharing.
If you want to read more about this grabbing Clayton’s Quickstart Copywriting System will be your best bet.