"Liz is the #1 marketer to follow on LinkedIn." - Her Mom | Owner Content Phenom | SaaS Investor | contentphenom.com
"Benefits" don't sell people. People buy because of CORE DESIRES. The 8 core desires: 1. Survival / Longevity / Better health 2. Companionship 3. Desirability / Sex appeal 4. More comfort / Security / Money 5. More Enjoyment of Life. Like eating out, parties, relaxation, travel, video games. 6. Prestige / Praise / Popularity 7. Superiority / Winning / Keeping up with Joneses 8. Accomplishment / Pride in accomplishment Let's look at an example ... 👉 Product: Email marketing software 👉 Benefit: Send engaging emails in 5 minutes or less. 👉 Core desire: Get a promotion at work. Core desires are the REAL motivators for buying. Psychologically, they are what drive us. - Study them. - Understand them. - And save this list as a reference. You'll write better copy as a result.
Didn't u just take parts out of Maslow's pyramid & shuffle them a bit ?
Totally agree with this list. Saving time and money are always popular desires. 👍
I kinda agree but it's basically just moving words around. I learnt this as Feature / Advantage / Benefit. Any copywriter who came to me claiming that "Send engaging emails in 5 minutes or less" is a *benefit* would get sent back to the drawing board. They've failed to drive at the heart of what they're selling - they're describing an advantage, not a benefit. The Benefit is what you're calling a desire so... yeah, people do actually buy benefits, and so long as you know that it doesn't really matter what you call them.
I'm not sure I entirely agree with this. For example your example. Product: Email Marketing You list the Benefit as: Send engaging emails in 5 minutes That is not the benefit. That is a Feature of the Email marketing software The benefit is what it does for the purchaser. Example: Product: Email marketing software Feature: Send engaging emails in 5 minutes Bridge Statement: and what that does for you... Benefit: Saves you time, which makes you more productive In my opinion I have found that anything that has ever been purchased, is purchased, or ever will be purchased is because of 1 or 2 or all 3 of the following. 1. They have a problem 2. They have a possible problem 3. There is an area for growth In sales, it is the salespersons responsibility to find 1 or more of these 3 by asking good questions. Then getting the prospect to confirm the problem, possible problem, or area for growth. This is called the needs stage, because it doesn't matter if the salesperson thinks the prospect has 1 of these 3, until the prospect acknowledges they have at least 1 of the 3 then there is no Need.
The core desire for benefits?
These are all survival, actually. :) 2- Companionship -> more chances of survival by having the right allies. 3- Sex appeal -> Obvious, reproduction (survival) 4- More comfort / Security -> Survival 5- More Enjoyment of Life/Pleasures -> Aids in survival by making us more attuned to our environment and more likely to maintain optimism (survival) when shit hits the fan. 6- Prestige / Praise / Popularity -> Higher perceived social standing, more likely to survive. 7- Superiority / Winning / Keeping up with Joneses -> I think this is the same as the previous point? 8- Accomplishment / Pride in accomplishment -> Growth produces dopamine, just like anything that helps with our species' survival. Everything we do in one way or another helps our survival. Even the desire for self-realization and self-transcendence is partially motivated by it. The key difference is whether the buyer and seller are both conscious enough to go after desires that come from a place of love, instead of fear.
Always important to understand the "benefit behind the benefit" and/or the "problem behind the problem".
“Features” don’t sell people, but “benefits” do, so long as you the seller have properly diagnosed the “pain” and have provided the proper benefit as a solution.
SEO Consultant | Learning how to drive organic growth for B2B SaaS in public | Currently plotting my next gig
1yI've only seen one company do it right. Ever. Something along the lines of "look like a genius to your boss etc". Think it was Eric Siu ✓'s SaaS.