Wednesday, September 7, 2011

The Brilliant Benefits of Tea

Look at those labels.

That's as good a job of selling as you'll see in any supermarket, with a lesson you can apply to any business.

The lesson? Features tell, benefits sell.

Which means, to sell more of anything, put benefits first and features second.

Unfortunately, about 95% of people in business get this backwards.

But not the Republic of Tea.They've done a brilliant job of boiling the features of each tea down into benefits:
  • get some zzz's
  • get maternal
  • get wellness
  • get happy
  • get relaxed
  • get smart
These headlines fairly leap off the shelves, compared to the dull, standard labels on other teas.

So ... how do you turn features into benefits? Bad news: You have to think. Hard.

Here are the ingredients to get happy tea that the copywriter on this project had to digest:

Organic Rooibos, Lemon Balm, Lemon Myrtle (Bachousia citriodora), St. John's Wort, Rhodiola Extract. Other Ingredients: Natural Peach Flavor

An ordinary tea maker simply labels their product as "St. John's Wort." You've seen dozens of those. And one tea-maker's "St. John's Wort" is completely interchangeable with another's, because there is NO benefit to that name -- it's just a feature.

But Republic of Tea created their own category of one by labeling their "St. John's Wort" with its main benefit: mood enhancement. In a word, HAPPY.

Thus, get happy tea.

Simple. Brilliant. Simply brilliant.

Now. Look at your business. What features are you trying (without luck) to sell to clients? Take a cue from Republic of Tea and start selling benefits instead.

You'll find more ideas like these in my Free Report, Guaranteed Marketing.  

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