How to Transform Your Offer Features Into Benefits

Hey dear BIPOC pioneers! Creating compelling offers is an essential part of our business plans for many of us BIPOC coaches, consultants, and service providers. However, we can make the mistake of emphasizing features over benefits when it should be the other way around.

You see, while features describe what your offer includes, benefits convey the value and impact your offer will have on your clients. This transformation is key to crafting irresistible offers that attract and convert your dream clients. Here's how you make the shift:

1) To begin, you need to understand the specific challenges and pain points of your target audience.

Doing this requires a deep understanding of your clients' needs, fears, and aspirations before putting in the work. For example, weekly coaching sessions might seem like a feature at first glance, but when framed as a consistent source of personalized support that helps your clients navigate their challenges and achieve their goals, it becomes a compelling benefit instead.

2) Next, focus on outcomes, not processes.

While we may have a special attachment to the courses, programs, or even live events we build and create, our clients most likely won’t (and no, it’s not because your offers are horrible!).

It’s just that they are more interested in the results they can achieve rather than the process itself.

Some great examples of this are online courses and resource libraries. While access is a feature, the real value lies in what they will accomplish through that course. By emphasizing the end result, you shift the focus from what they are getting to what they will achieve. As a result, this makes the offer much more attractive as it aligns with their personal and professional aspirations.

3) Last but not least, incorporate the use of emotional triggers.

Let’s face it: purchases are made emotionally. Whether it’s through nostalgia-based marketing methods or a combination of engaging descriptions, color combinations, and images, these triggers play a crucial role in the decision-making process.

For one, a popular feature like 24/7 customer support becomes significantly more appealing when it addresses the emotional need for reassurance and confidence. By highlighting the emotional benefit, which is feeling secure and community support in this case, you tap into the emotional motivations of your clients. This approach not only makes your offer more appealing but also builds a stronger emotional connection with your audience.

At the end of the day, knowing how to transform your offers' features into benefits is a powerful strategy to attract and retain clients. By understanding your client’s biggest pain points and incorporating strategies focused on the value of the outcomes through the use of emotional triggers and unique selling points, you can create compelling offers that resonate with your audience.

Remember, it's not just about what your offer includes but how it can positively impact your clients' lives. Wanting some expert guidance on transforming your features into benefits? I’m currently offering FREE, 30 minute LinkedIn Sales & Marketing Strategy calls for a limited amount of time. Click HERE to book your call today!

Let’s go build our liberatory futures together!

In solidarity,

Carissa

CEO & Founder of CONSCIOUSXCHANGE