Quick, answer this question: What are you selling?

Funny how sometimes the most basic, simple questions lead to the most complicated answers. This one is no exception.

What are you selling? I'll give you a hint. It's not what you think it is.

To understand what you are really selling, you need to look beyond the product itself, beyond its features. You need to look at what the product does for the consumer. Let me give you some examples.

• You are not selling a phone. You are selling a way to communicate and connect with your family.
• You are not selling a printer. You are selling a way to share memories.
• You are not selling a toy. You are selling a way to build your child's intelligence.

Do you understand what I am saying? You need to look at the basic emotional benefit  that your product satisfies to understand what it is really doing for your consumers.

That is what you are really selling. 

Finding those higher order benefits will take a little bit of creativity, but it's not hard.

Just list out the benefits of your product, then ask yourself "Why is that important?"

For example, if you are selling fabric scissors, list out the features. It has extra-sharp blades. What why is this important? Because you can make accurate cuts.  Why is this important? So your fabric pieces will fit together perfectly. Why is this important? So the clothing you create will look great. Why is this important? So you can take pride in your creations.

Ahh, now we are getting somewhere.

You see what's happened? We moved from a decent, functional benefit (making accurate cuts) to a compelling, higher order benefit (taking pride in creating something beautiful).

Most products will have more than one higher order benefit.

In the case of scissors, you could also have rubber coated handles, which allow you to cut more comfortably. Why is that important? Because you won't suffer from hand fatigue. Why is that important? You will be able to cut more fabric in a shorter period of time. Why is that important? Because you can cut more, you can be more creative.

Oh oh...That leads to a problem.

Which benefit do you use in your copy?

Both are valid. But providing too many reasons can confuse, bore or overwhelm your audience. So pick ONE to use as your primary benefit.

Don't trust your gut in choosing that one benefit.  Think about your audience. You know what they are desperate for. You need to know what problem they've been wrestling with, and just can't solve.

Now what benefit of your product solves that problem?

That's the one you use.

Use the other benefits as secondary, supporting arguments.

How will you know if you've chosen the right problem to solve? Simple.  If your product sells, you've found the right one. If not, try again.

And even if your product does sell, you should test another one later on. Just to see if you can do it a little better.

Not sure what your basic emotional benefits are? Here's alist to help you get started (And in the next chapter, I'll give you an even larger, more comprehensive list).

• Reduces stress/increases relaxation
• Replaces something valuable that's been lost (ideally, this is something emotional and intangible...like the attention that members of the oppotite sex used to give them.)
• Personal connection to others
• Personal connection to an admired person, brand, team, place, or time
• Entertain Increases energy or productivity
• Teaches or improves education...either degree-focused, like a college, or information-focused, like a training/mentor relationship
• Improves the home (making it warmer, cooler, more attractive, more comfortable)
• Provides any kind of pleasure
• Eliminates some form of pain

Every product you could possibly sell, from ringtones, to computers, to weight-loss programs, has a path to these sorts of higher-order benefits. Find that path. Follow it. It will light the way to better copy every time.