Stage 1 Setup
Benefits & Features
Every product has features...
...and every feature has a benefit - the reason a customer should buy it.
You can combine a feature and a benefit into one sentence, e.g:
"Sculp your ideal physique (benefit) with a bespoke exercise plan (feature)."
Example:
Get healthy and lean with a personalised meal plan
Keep track of your progress with our dedicated app
Ask any question anytime with unlimited support via WhatsApp
Frequently Asked Questions
One of the greatest building blocks to any relationship is the establishment of trust. Customers who can see your attempts to be transparent about addressing queries will consider your business trustworthy.
A well written FAQ section will:
- Highlight key information which users may have missed
- Save you time by allowing clients to find answers to questions that they would otherwise be contacting you about
- Establish trust with clients by demonstrating your willingness to be transparent in addressing queries
- Demonstrate your expertise by offering valuable information and insights
- Improve website navigation and internal linking, as you can link to other products/services as appropriate
- Improve search engine ranking by allowing you to include more keywords in your website
- Reframe negatives as positives so that you can reassure clients about any doubts they may have
Example:
Q - Do I need any equipment to do my workouts?
A - No = I can create workouts that use bodyweight only.
Q - I've never worked out before. Does that matter?
A - No problem! We'll go through the basics.
Q = Question A = Answer
Problems & Solutions
As someone offering a service, you need to identify what your clients problems are, and offer them solutions to those problems. A client's problems can also be described as pain points.
Example:
P - Struggling with motivation?
S - We provide accountability and support with weekly check-ins
P - Can't find the time to work out?
S - Build a consistent regime using our dedicated app
P = Problem S = Solution
Short Description
Next to the title, this short description is the first thing a consumer skims over when they land on the page. The customer should know exactly what the product is just by reading this.
It can also be good practice is to place the most impactful benefits and persuasive copy here.
Your short description might include:
- Product summary
- Top features
- Top benefits
Example:
A comprehensive online coaching service, designed to help you achieve the results you're looking for. Get fit anywhere with your personalised workout schedule and nutrition plan, and track your progress with our easy to use app.
Long Description
A great product long description clearly states the value and benefits of the product, tells a story, and presents the product as something more – a solution. Think of the thoughts, desires, and needs of your target audience, and leverage everything you know about them, using persuasive copy to pull them in and make a strong emotional and psychological connection.
Your long description might include the following (click on the plus icon to read more):
Hidden
Service Summary
A clear and concise explanation of your product
Features
The detail of what comes with your service - the things that the client gets when they purchase
Unique Selling Point (USP)
A unique selling point, more commonly referred to as a USP, is the one thing that makes your business better than the competition. It’s a specific benefit that makes your business stand out when compared to other businesses in your market
Pain Points & Solutions
Pain points are persistent problems with a product or service that can inconvenience customers and their businesses. Or to simply put it, they’re unmet needs waiting to be satisfied.
Solutions, in this instance, are the ways your product solves the client's problems, or meets their needs
Benefits
Service benefits are the things it offers to satisfy the needs, desires, and wants of a consumer. They are what a consumer hopes to get, feel or achieve when they use the service
Desires of the client
Demonstrating that you understand what the client wants/desires/needs is a powerful way to build an emotional connection, build trust, and show that you can solve their problems
Call to Action (CTA)
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Top Tip
Search for product reviews on Google, Amazon, and other sites. Find impactful phrases happy clients have written, so you can connect better with your client. In many cases, you’ll find customers use similar words or phrases.
Here's an example which includes the features listed above:
Struggling to build your dream physique (pain point)? Kickstart your body transformation (CTA) with a complete coaching programme, designed with your biomechanics in mind (service summary), to help you achieve your maximum potential (benefit).
We assess more than just your fitness routine - we explore everything from your diet and exercise plan to habits and sleeping patterns (USP). This allows us to pinpoint precisely which factors will help you go the extra mile (benefit of USP).
We know that establishing an effective routine and sticking to it by yourself is tough (pain point) - that’s why we provide a structured meal plan, progressive exercise routine, and dedicated app (features) to track your progress. That way, we can ensure you achieve the results you’re looking for (benefit).
Want to experience increased motivation, self-esteem, health, vitality, and energy (desires of client)?
Get started with the complete package today (CTA).