Pros know why people buy. They focus on the benefits, not the features.

If pros focus on benefits, then elites focus on the advantage of the benefits– the transformation.

Among folks that sell coaching and info products, the number of courses and those details is not as significant as helping people see the result.

To know WHY they should buy.

The hallmark of a great copywriter is not solid grammar (we should all be able to write clearly and error-free) but the focus on benefits.

And the key to zeroing in on benefits is having EMPATHY– which few people have.

EMPATHY comes from within and #LDT (Learn, Do, Teach is part of our nine triangle framework), meaning that you’ve gone through it to understand and have credibility.

If you’re an expert in any area– especially a consultant, real estate agent, attorney, or doctor– this is where your marketing must focus in 2022.

Focus on the following to get people to buy:

• Benefits – the benefits people get from your product or service features: long-term benefits and results, not short-term turnaround and instant gratification. 
• Outcomes – are what people get or become after using your product or service.
• Transformation – seeing how their life will change for the better through your product or service. The perceived shift your prospects will get from your product or service will make their purchase from you.
• Features – show them how your product or service works.

People’s vision of what they believe their outcome and transformation will be is what gets them to open up their wallets.

Unless the market heard it, in such case, choose a market or niche with less blood in the water.

Dennis Yu

Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations. He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications. Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries. Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.

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