How to avoid the “benefit” trap

“Normal people… believe that if it ain’t broke, don’t fix it. Engineers believe that if it ain’t broke, it doesn’t have enough features yet.” – Scott Adams.

Let’s talk about features.

“Aha! You’re not getting me this time. I’ve fallen for this one before… it’s not about the features, is it? You see, it doesn’t matter whether your thingamajig is made from rice pudding or your Aunt Mabel’s back hair… that’s not what the customer is REALLY buying, is it? They wanna know what’s in it for them – how is it going to make their life better, right? Did I get it right, Mr Copywriter? Did I pass the test? Will you loosen the handcu…” (edited for brevity)

Yes… and no.

Yes – you need to clearly show your customer how your wotsit will make their life more awesome. And benefits are a great way of doing that, but…

You also need to do something else.

If all you’re focusing on are the benefits, your customers are like a teacher in an ADHD art class sponsored by Red Bull…

… there’s no way in hell they’re getting the complete picture.

And if they’re not getting the full picture, you’re losing out on sales, subscribers, and customers.

The good news is that it’s pretty easy to escape the “benefit only” trap.

You just have to click here and watch my latest video:

“Ooooh! It’s some blue, underlined text. I like clicking blue, underlined text!”

Hope you find it useful.

See you again in your sleep*,


* I asked my 11-year old for a fun way of signing off. This was her suggestion.

I think we’re gonna dial back the Netflix, juuuuuuust a little.