Features, Benefits and WIIFM

Did you know that the words your prospective guest reads within the first 7 seconds on your site can make or break the sale?  So it makes sense then to grab their attention as quickly and as easily as you can. And we do this using benefits, not features and we relate those benefits to our prospect, not to what we do or what we have.

It often puzzles me why highly educated people put letters after their names.  Perhaps they’re thinking that they’ve gone to all that trouble and expense  to get those qualifications, then the world should know that.  And maybe they’re right, who cares.  What I’m more interested in, is what you can do for ME, or What’s In It For Me (WIIFM)

Here’s an example of a features statement:

I’m John Brown, MA, PhD, BA, SAA, WTF, a psychiatrist,  and I’ve studied at Oxford University and Harvard, and I have 16 years of experience in my specialist field.  I gained first prize for my dissertation in the theory of nurture v nature and I was commended by the Dean for my expertise in this field…. Blah…blah….blah

Well that’s all very lovely, but what can you do for ME?  This is how we turn all that expertise into a benefit statement which relates to the person reading it:

I work with people who want to make changes in their lives by understanding that their past experience does not dictate their future, and I take them through a simple 5 step process to shake off the guilt and fear of the past, so that they are able to move on to create the life they truly desire.

Can you see the difference?

Let’s bring this in to our B&B businesses.  First, a features statement:

One Tree Hill Farm is situated 25 miles from Joshua Town and 10 miles from U2ville, where there’s an ancient cathedral.  There are 3 guest rooms.  One is on the ground floor and the other two are up two flights of stairs.  The nearby restaurant serves meals from 12 noon until 2pm and is closed on Sundays.  On the farm there are pigs, chickens, ducks and cows.

Inspired?  No, I thought not.  Let’s turn those features into benefits:

If you’re looking for a relaxing break in the heart of God’s country, where the peace and tranquillity will take your breath away, then look no further.  Imagine waking up in the morning after a deliciously good night’s sleep to the sound and smell of a sizzling breakfast, using only our own fresh ingredients from the farm.  Take a short drive into nearby U2ville, to explore the centuries old cathedral, or simply relax and watch the world go by as you sip on a local beer at one of the many cafés in the cathedral square.  Book online now via our secure server, and we’ll be waiting to welcome you

I think I know which B&B I’d rather stay at, don’t you?