Features and Benefits Brainstorming

This is it what I use BEFORE I begin to write any marketing
copy or launch any new product or service. You can complete
this with the by-hand method listed here or use the form
that I've created (available in the FORMS section of our web
site, http://www.abundancecenter.com/forms/main.htm).

I complete this exercise even when I think I'm sure that I
have it done. The mind plays some funky games, by redoing
this exercise, my thoughts zone into what I'm working on,
and my mind becomes razor sharp.

In other words, if I am writing marketing copy and I do this
every day for many different projects, even though I did the
exercise yesterday for the same project, I repeat it without
looking at the previous version. Almost every time
something new emerges that surprises the ding-dongs out of
me. This works on the principle that when you dump it on a
page, your mind becomes free to allow what is underneath to
rise to the top.

By Hand Method

On a new sheet of paper, draw a vertical line down the
center into two columns. Title the left column "Features"
and the right"Benefits."

Let’s first start by listing the features. Leave the
Benefits for after you dumped as far as you can at this
sitting. Features are the adjectives that describe the
product or service.

Here is a few questions that will help speed your progress:
* What does it look like?
* What does it do?
* How does it help?
* What unique advantage does it offer?

How is it different from other products/services?

Your goal is to list at least 10 features.

Now let us switch to the "Benefits" column. Here you need
to describe the outcome (results) of each feature. They
need to describe the results of the feature you listed. If
you don't come up with anything, ask yourself if that is
really a feature. If not, scratch it out and keep moving
down.

Here are a few questions to get you started:
* How does that particular feature bring value to the
customer?
* Will they sleep better, eat better, make more money, or
what better because they have it?

Next, contact some prospects or past customers (not current
customers). Ask them to identify the benefit they see in
your product/service. Usually they can give you benefits
you could not see. This is usually an eye-opening
experience so don't skip over it.

Now, number each of the benefits in significant order from
the prospect's perception. You can number them and then e-
mail ten or so prospects, present and past customers, and
ask them to number them. Then you can see how well you know
your prospects. If you are way off to their perspective,
then at least you know you need to get to see things from
their viewpoint and you can work on that.

Finally, yet importantly, choose the top, number one,
ultimate benefit that stands out. THAT, my friend, is the
foundation of all of marketing and writing marketing copy.
This isn't the end, now you need to build your marketing
strategy around this ONE, repeat ONE, benefit. Don't make
the mistake juvenile marketers make by expressing all the
benefits. This only confuses the buyers. Moreover, if your
prospects are responding, "I need to think about it" more
frequently then you prefer -- let this be your clue.