How do you optimize your conversions by enhancing your website copy? What I’m covering in this video is how to make your website copy more appealing by writing in terms of “benefits” instead of “features”. Why? 1. Potential customers (visitors to your website) don’t know you, don’t like you (yet) and don’t trust you (yet). 2. When someone comes to your website, they have one thing in mind: getting the RESULT they want or finding the INFORMATION that is going to help them get the result they want. 3. Forget about what you’re offering. Think about what result or benefit your potential customer is looking for. Let’s figure out the difference between features, advantages and benefits... Feature: what is your product, service, system or technique? Advantage: What does it do? Why’s it different than others on the market? Benefit: What is the result or benefit that your customer experiences? In this video I'll guide you through an example and also take it deeper by looking at writing benefits from the perspective of "moving towards" an outcome verses "moving away from" one. Thanks for reviewing! Get more tips and insights on enhancing your website marketing from my blog at http://www.techdivamedia.com.

1. Website Conversion Optimization:
Turning Features Into Benefits
Companies I’ve worked with:

2. What I’m covering in this video...
How to make your website copy more appealing by writing in
terms of “benefits” instead of “features”.
1. Potential customers (visitors to your website) don’t know you, don’t like you (yet) and
don’t trust you (yet)
2. When someone comes to your website, they have one thing in mind: getting the
RESULT they want or finding the INFORMATION that is going to help them get the result
they want.
3. Forget about what you’re offering. Think about what result or benefit your potential
customer is looking for.

3. Everything I’ve Learned About Marketing Is From These
People (and their courses), Blogs, Podcasts and Books...
Eben Pagan
Ramit Sethi Noah Kagan Neil Patel Frank Kern Dan Kennedy Tim Ferriss

4. Let’s figure out the difference between features, advantages and benefits.
Feature: what is your product, service, system or technique?
Advantage: What does it do? Why’s it different than others on the
market?
Benefit: What is the result or benefit that your customer experiences?

5. Here’s an example.
Feature: protein powder
Advantage: all-­‐natural, 2x more protein than other all-­‐natural powders
Benefit: you get a quick, nutriKous meal with more protein while also
knowing it’s coming from natural ingredients

6. Let’s go deeper.
Within every benefit, you can almost always go to a deeper “level” of
benefit.
Ask yourself, “what’s the payoff of that benefit?” and think of more
specific, tangible moKvaKng reasons for using the product (or service,
system, technique, etc.).

7. Back to our example.
Feature: protein powder
Benefit: you get a quick, nutriKous meal with more protein while also
knowing it’s coming from natural ingredients
Deeper Benefit: you stay energized and fit to power through your day
Deeper Benefit: you look good
Deeper Benefit: you save Kme and aTenKon trying to figure out a
quick meal
Deeper Benefit: you feel proud knowing you’re fueling your body in a
healthy way

8. Now, on your website, instead of listing the features,
speak to the benefits.
Write your copy from the perspecKve of your potenKal customer and
the benefits they get out of using your product, service, system or
technique.
Now you’re speaking in terms of “what’s in it for them” (WIIFT)
instead of what you want to say about your offer.

9. For MORE leverage, incorporate negative and positive
benefits.
Think in terms of what a person wants to AVOID as much as what
they want to ATTAIN.
As humans, we’re typically more moKvated by avoiding something
(moving away from a pain) than we are aTaining it (moving toward an
outcome).
For example, we’ll most likely take acKon faster and more dramaKcally
to avoid bankruptcy than we will to aTain more income.

10. Back to our example.
Feature: protein powder
Move-­‐Toward Benefit: you get a quick, nutriKous meal with more
protein while also knowing it’s coming from natural ingredients
Move-­‐Toward Benefit: you stay energized and fit to power through
your day
Move-­‐Toward Benefit: you look good
Move-­‐Toward Benefit: you save Kme and aTenKon trying to figure
out a quick meal
Move-­‐Toward Benefit: you feel proud knowing you’re fueling your
body in a healthy way
Move-­‐Away-­‐From Benefit: you avoid skipping a meal when you don’t
have much Kme and losing energy or eaKng crap later
Move-­‐Away-­‐From Benefit: you avoid eaKng junk and not feeling
great
Move-­‐Away-­‐From Benefit: you avoid developing a habit of eaKng
junk and gaining weight or geYng sick over Kme

11. To find out more about optimization with your site and
online marketing:
subscribe to my channel or visit www.TechDivaMedia.com