As a conversion copywriter, one of the very first things I do with my clients is making sure we both understand what are the unique benefits of their courses since distinguishing between features and benefits can make or break a course’s success.
Features are what your course includes; benefits are how those features improve your students’ lives.
At the heart of every successful marketing strategy is the ability to communicate benefits, not just features. Features tell your audience what a course does, but benefits tell them why it matters. When potential students understand how a course can transform their lives, they are more likely to enroll. Benefits tap into emotions, aspirations, and the core desires of your audience, making your offer irresistible.
Features tell, but benefits sell (was it Zig Ziglar who said this?)
Understanding the difference between features and benefits is crucial, since it’s what truly sells your course (and sets it apart from the crowd). Now, I’m not saying stop communicating features. What I’m saying is you should explain why those features are important to your specific audience.
Here is an example of the most common features used to sell a course and their first level benefit
In the right column you have what I call a first layer benefit. It’s usually the easiest to understand, something you can grasp with your analytical mind. But what we’re really looking for is deeper, more visceral benefits.
Selling with emotional benefits taps into the fundamental human psychology that drives decision-making.
Consider Apple’s marketing strategy. While Apple products are known for their high-quality features and design, the company’s advertising often focuses on how the products make users feel. Apple commercials emphasize creativity, innovation, and belonging to an elite group of users who think differently. This emotional appeal has helped Apple build one of the most loyal customer bases in the world.
Research in neuroscience has shown that emotions play a crucial role in decision-making. The famous study by Antonio Damasio demonstrated that people with damage to the part of the brain that generates emotions struggle to make decisions, even simple ones. This finding underscores the importance of emotional benefits in guiding consumer choices.
Emotional experiences are more likely to be remembered than neutral ones. When marketing messages evoke emotions, they become more memorable. A compelling story about how a course changed someone’s life can stick with potential students much longer than a list of features.
And my favorite reason for using emotional benefits is differentiation. In a crowded market, emotional benefits can help differentiate a product. Many courses might offer similar content and features, but the emotional impact they promise can set them apart. For instance, promoting a course as a gateway to achieving a lifelong dream or overcoming a significant personal hurdle can be more appealing than simply stating it covers certain topics.
Emotional benefits change the perceived value of a product and can justify higher prices. Customers are generally willing to pay more for something that promises to improve their emotional well-being, such as reducing stress, increasing happiness, or boosting self-esteem. This is why luxury brands often focus on the aspirational and emotional aspects of their products rather than just the technical specifications.
Ok, but how do you do it?
I know it’s a complicated concept, this is why in my 1:1 interviews with clients, I focus on finding these emotional, deep benefits. Oftentimes, this means I am challenging many of the assumptions course creators have about the value their products offer.
To help my clients bridge this gap, I use a simple yet powerful exercise: the 3 Whys.
This exercise not only helps uncover the deeper, more visceral benefits of a course but also enhances marketing messages, making them more compelling and relatable to your audience.
The 3 Whys Exercise: An example
Let’s explore the deeper benefits of a fitness app that offers customized workout plans, applying the “3 whys” approach to delve into the profound impact it could have on a user’s life.
Initial Benefit: The fitness app’s customized workout plans are tailored to your individual fitness level, goals, and preferences.
First Why: Why is having a tailored workout plan important?
A tailored workout plan is important because it ensures that the exercises are effective and safe, maximizing your physical progress while minimizing the risk of injury. This customization makes your fitness journey more enjoyable and sustainable in the long term.
Deeper Benefit after First Why:
By engaging in a fitness routine that’s both effective and enjoyable, you’re more likely to maintain consistent exercise habits. This consistency is crucial for achieving your fitness goals, whether it’s weight loss, muscle gain, or improved overall health.
Second Why: Why is maintaining consistent exercise habits crucial?
Consistent exercise habits are crucial because they lead to long-term health benefits, including improved cardiovascular health, stronger muscles and bones, and better mental health. Regular physical activity can significantly enhance your quality of life and reduce the risk of chronic diseases.
Deeper Benefit after Second Why:
With improved physical and mental health, you gain a greater sense of well-being and energy. This heightened state of health empowers you to perform better in all areas of your life, from personal endeavors to professional achievements. It also improves resilience, enabling you to handle life’s stresses and challenges more effectively.
Third Why: Why is a greater sense of well-being and energy transformative?
A greater sense of well-being and energy is transformative because it not only enhances your current life quality but also opens up new possibilities for the future. You may discover new hobbies, embark on adventures you once thought impossible, or even inspire those around you to pursue their own health and wellness journeys.
Deepest Benefit after Third Why:
Ultimately, the deep benefit of customized workout plans from a fitness app goes beyond physical fitness; it’s about unlocking a more vibrant, fulfilling life. This transformation can lead to profound personal growth, stronger relationships, and the courage to pursue dreams that once seemed out of reach. By investing in your physical health, you’re also nurturing your mental and emotional well-being, setting the foundation for a life rich with achievement, happiness, and meaning.
So, ultimately, the emotional benefit is the promise of living a fulfilling life. It comes with a sense of empowerment, confidence, overall life satisfaction and joy.
Understanding and communicating the benefits of your course makes it so much easier to sell your course. At a personal level, you finally understand the real potential for transformation your product can bring to your students. At a branding and commercial level, having a deep emotional benefit, makes it easier to set your course apart and even justify a premium.
Now, this 3 Whys exercise is a creative, brainstorming exercise.
To make sure the benefits you are communicating are realistic and achievable, you need to collect the data, analyse it and test the assumptions. I am talking about testimonials, case studies, customer surveys, customer complaints etc. All are data points that can help validate, refine or invalidate your assumptions.
Want to learn email copywriting?
Start by analyzing what others are doing. My Email Teardown series showcases some of the best (and sometimes worst) examples of sales emails that have hit my inbox. Here’s the link to the playlist. I publish new email reviews every week.
Are you a course creator?
Email marketing is one of those channels you should be developing early on in your business. Here are The 9 Email Automations Every Course Creator Needs to make bank, enroll students, and nurture audiences.
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Hi! I’m Monica. I help course creators enroll, engage, and educate audiences through customer-centric email copywriting. I’ve been privileged to partner with course creators from all over the world. And I’ve seen this customer-centric approach to email marketing work every time.
The best part? It’s not about the sale.
Email marketing is a fantastic channel because it builds trust, delivers value, and positions the brand as a partner. Read more on my blog or listen to Master The Inbox, the podcast where I share all my conversion secrets.