Written by: Jamie Caroccio, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Most coaches commit a fatal mistake when they start marketing themselves. They talk too much about themselves. It’s all “I,” “me” and “my program.”
While yes, there’s a time to step into the spotlight and share your authority and credibility… if you ONLY do that it’s a surefire way to repel clients.
So, what should you do instead? Shine the spotlight on your ideal client. Let them know you understand what they’re struggling with right now, that a better way exists, and position your program as the fastest way to get there.
One way to do this in your copy is to emphasize the BENEFITS of your program.
In this article, we’ll cover:
The 1 mistake business owners make in their copy (what NOT to lead with if you want to sell & make money)
How to educate your audience without speaking over them
4-step formula for writing binge-worthy benefit statements
The 3-word string to take your offer from “Who cares?” to “Sign me up!”
But first, let’s get in the hot tub.
Imagine a hot tub. If you’re in the market for one, what are you more likely to be drawn to ‒ the fact that it has customizable high-powered jets? Or the fact that you can soak in a steamy hot bath outside in the middle of December?
This is a classic example of the difference between a feature and a benefit.
What exactly is a benefit?
A benefit is a positive experience. When we talk about benefit statements in copy and marketing, we’re typically referring to a punchy one-liner statement like, “Soak in a steamy hot bath outside in the middle of December.”
The Difference Between Features & Benefits
A feature is a deliverable. These are usually easy to spot in products, like the hot tub and jet example above. For a coaching program, it’s the deliverables your clients get (x number of calls, access to an online learning platform, etc.)
A benefit, on the other hand, is the positive experience your client will have as a result of that feature or deliverable.
In the hot tub example:
Feature = customizable high-powered jets
Benefit = soak in a steamy hot bath in the middle of December
Features are important but your prospective clients will want to know how the feature will positively impact them. Ultimately, benefits are what persuade consumers to purchase. That’s why they’re so important to highlight in your copy.
Here are some more product examples of features and benefits from HubSpot…
Think like a customer
Remember, the whole reason customers show interest in your business is that they have a problem they need to be solved.
Benefits clearly answer the question “What’s in it for me?” for your prospect.
Find even the most basic features and characteristics that make your service unique, and put yourself in your ideal client’s shoes. How do these features improve this client’s life?
A feature is just a fact, but the benefits improve people’s lives.
3-step formula for writing binge-worthy benefit statements
Follow this simple sequence to uncover the benefits of your coaching program:
Identify one specific problem
Highlight a feature
Spotlight the positive experience (benefit)
1. Identify the problem ‒ What are their top 3 challenges related to the area you can help them with? Pick one to start.
2. Highlight a feature ‒ What part of your program will fix their problem? Pick a specific feature that's related to their need. A general "this fixes everything" won’t convince anyone.
3. Spotlight the positive experience (benefit) ‒ How will this feature improve their life? How will they feel?
This is where we get to the good stuff and what the customer wants to hear. Let them know exactly how that specific feature will improve their life.
The 3-word string to take your offer from “Who cares?” to “Sign me up!”
The simple 3-word series is “So you can…”
Let’s look at some examples for your typical coaching program:
Feature (deliverable) | Benefit |
Onboarding call | …so no question goes unanswered and you can seamlessly transition to working with us. |
24 one-on-one coaching calls | …so you can overcome roadblocks and achieve your goals faster. |
5-day retreat | …so you can recharge from your business and return 100% more productive. |
Unlimited Voxer access | …so you can get your burning questions answered between our calls promptly/you never feel stuck/lost. |
Online training center | …so you can increase your productivity daily. |
Accountability check-in support | …so you can stay on track with your goals. |
Example ‒ Executive Coach
Let’s look at an example of the ideal client's problems, features, and benefits for an executive coaching program…
Ideal Client: Executive leader
Problem No.1 You’re unfocused & unproductive team
Feature: Create a clear vision
Benefit: Develop highly focused, motivated team members who hit KIPs on time (or early)
Problem No.2 Key team members are leaving to work for competitors
Feature: Leadership assessment
Benefit: Train & retain top talent, even when the competition is paying more
Example ‒ Business Coach
Ideal Client: Business owner
Problem No.1 You’re not viewed as an expert online
Feature: Elevate your positioning
Benefit: Become a sought-after, in-demand and highly paid expert
Problem No.2 You’re overwhelmed wearing all the hats
Feature: Smart systems
Benefit: Hire your dream team to delegate, free up your time, and scale
Example ‒ Career Coach
Ideal Client: Professional woman
Problem No.1 You’re not receiving the recognition you deserve
Feature: Brand document
Benefit: Establish yourself as an authority without burning out or having to “be political”
Problem No.2 You’re not getting paid your worth
Feature: Proven pitch framework
Benefit: Negotiate (and land) a $30K raise
How to know when you’ve hit the benefit
Keep asking, “So what?” For example, imagine you run a company that has been in business for 25 years. You might leverage 25 years of experience and transform that feature into a benefit.
First, you might think, what’s the benefit? With 25 years of experience, “We know what works and what doesn’t.” That’s a possible benefit.
Now ask yourself, so what? What’s in it for your client?
Then you might think, “So we can guide clients along the smoothest, shortest path.”
Great, so what?
“So we save them time, hassle and worry.”
THAT’S it! That’s the ultimate benefit.
Focus on the positive experience it provides your client.
Where to use benefit statements
You can and should use benefit statements everywhere in your marketing. This may include your:
Signature system
LinkedIn bio
Emails
Sales calls
LinkedIn posts.
Basically… everywhere.
Speaking and writing in a benefit-focused way takes some getting used to. Still, with some practice and guidance, you’ll be a benefit-spewing machine in no time!
Pull up your website right now and do a quick scan ‒ are you focusing on the features or the benefits?
Use what you learned in this article to craft 2-3 brief benefit statements if it's the former. Start leading with that, and your copy will instantly resonate more with your ideal clients.
To learn how to write better copy in just 5 minutes a day, sign up for my free "Coffee & Copy Tips ☕📝" and get one new insider tip every week to transform boring, bland copy into tasty treats your audience craves—only for subscribers!
Jamie Caroccio, Executive Contributor Brainz Magazine
Jamie Caroccio is a Copy Coach & Copywriter. She helps coaches attract more high-end clients online with copywriting that is simple, fun, and profitable. Over the past 7+ years, she’s worked with hundreds of coaches across industries (business, executive, health, leadership, and more.) She’s helped write copy for six and seven-figure campaigns at one of the top marketing agencies in the personal and professional development space. She was a guest speaker for the Be Social Change Future of Social Impact Marketing panel. She’s also the Founder of “Coffee & Copy Tips,” a free newsletter that teaches you how to write better copy in just 5 minutes a day.
