Sean D’Souza – Client Attractors

How To Write Benefits, Features and Bullets That Speed Up Sales

You already know that 80% of a sales letter depends on your headline (So what’s the remaining 20% that causes customers to buy?)

Everyone knows that the headline is critical…

And therefore it’s not uncommon to see writers spend many hours testing and re-testing their headline. But what happens once your customer goes past the headline into the rest of the copy? Which are the elements that cause customers to feel an urge to buy your product or service?

These elements are simply the benefits, features and bullets

Many of us think that writing benefits, features and bullets is not terribly difficult. All you have to do is list them out logically and it gets the job done.

But this isn’t just about getting the job done. If you don’t use the benefits/features and bullets effectively, the customer may read and then just click away. Understanding how customers read a sales page is what gives your sales page the upper edge.

How do customers view a sales page, anyway?

They first look at the how the page is presented. They read the headline and the first few paragraphs. And then they start scanning. And then they suddenly stop midway at the features, benefits and bullets.

But why do they stop? They stop to get a summary. The features, benefits and bullets are like a quick summary. It gives the customer a solid idea of what to expect. And to take customers to the next stage, you have to have a rock-solid system of writing features, benefits and bullets on your sales page.

Presenting ‘Client Attractors’: How To Write Benefits, Features and Bullets That Speed Up Sales

A sales page without intensely curious bullets, as well as features and benefits, has too many holes. You want to make sure your sales page is as watertight as possible.

‘Client Attractors’ helps you deconstruct the elements that go into benefits, features and bullets. It shows you how small tweaks in your placement of the words makes a big difference in the way the customer responds to your offer.

Features, benefits and bullets are critical because a customer often buys your product on the basis of a single bullet or a single well-explained benefit. Which is why you have to be very sure that every one of them is hitting the mark. And that’s really what this book is all about. But let’s see what’s inside the book, shall we?

It gives you specifics on what goes where on a sales page, how many features and benefits to write, so that enough of the right information is up front, and it’s not too much for customers to read.

What You’ll Learn In Client Attractors?

Big Brand Mistakes

Big brands make the same mistakes that small businesses do. In their hurry to create a sales page, they leave out critical information in their features and benefits. Learn how to avoid the mistakes—especially if you’re a small business owner.

Powerful Graphics

Many writers pooh-pooh graphics, but did you know that some of the biggest and most successful brands online use graphics to consistently drive home benefits and features. But how do you use these graphics correctly?

Benefits With A Secret Weapon

It’s clear as day once you know the secret, but some benefits are far more potent than others. The secret lies in how you insert a ‘problem’. The ‘problem’ creates drama and makes a run-of-the-mill benefit stand out. Once you know how to use the ‘problem’ in benefits, you’ll want to use it all the time.

Correct Location of Benefits/Features/Benefits

Where do you place benefits and features on the sales page? You could place them right at the top, somewhere in the middle or right at the end. But obviously they work better in some positions instead of others. Learn where to place them for maximum impact.

Crappy Bullets

Bullets are easy to write, but also just as easy to goof up. Can you tell a great bullet from a crappy one? It’s important to see what makes the bullets crappy, so you can stay away from lazy, crappy bullets.

The Fastest Way To Write Powerful Bullets

Often you tend to get stuck when writing bullets. But there’s a system to beat going round in circles. This ebook contains a system that lets you write dozens of bullets (yes as many as 50 bullets) just by following simple steps.

• How to write short, punchy features. And why benefits should do most of the hard work.
• How Amazon uses bullets and features on their sales pages. And how they subtly get a point across in video, before you even realise you’re being sold to.
• Why you should study Apple’s sales pages. They’re a lot longer and in-depth than you realise. And Apple really drives home benefits and features.
• Why most writers don’t use the combined power of the ‘problem’ and ‘solution’, and hence water down their benefits by at least 50%.
• How to use variations from the standard benefits and features you see. And how these variations may help if you have very limited space on your page.
• Why bother with bullets when you already have a list of benefits and features? And how many bullets should you put on a page—and where?
• How to format bullets to prevent them ending up a waterfall of text. And to know when formatting is totally unnecessary.
• Logistical Bullets: What are they? Why do they matter so much?
• Learn about the three super powers of bullets and why they’re critical for in the conversion process.

Sale Page: Sean D’Souza – Client Attractors

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