3 tips to sell feelings, not features
Author: Skye Cusack
You may have heard this advice before: sell feelings, not features. But what is this saying really saying? Let’s break it down - and offer some practical to help all, whether you’ve heard this phrase before or not.
These four words pack a lot of meaning in them. They communicate the concept of creating an emotional connection with your audience, instead of simply spitting out the features.
Another common piece of advice is to “determine your Unique Selling Proposition (USP).” If you've developed a product or service, your USP likely highlights the unique attributes that set it apart.
Being immersed in your business and industry, you naturally see the features as the differentiators. You believe your product’s speed, sleekness, comfort, or cost-effectiveness are the key selling points — because you’ve worked hard to make it so!
However, most consumers won’t be moved by hearing how amazing your product is. They will be moved by hearing how amazing it will make them FEEL.
How can we do this? Here are three copywriting tips:
Flip your focus: How many times have you seen an ad that says something along the lines of: “Our products are made in this location and are great because we gave them all these amazing features.” I bet you see at least one ad like this a day - and I’m sure you just swipe right on by. So, when you’re crafting your own copy, don’t fall into this trap. Stop saying we, our, my, I and start saying you. Instead of “our service is great”, try “our service will make you feel great”.
Use emotive words: When writing for consumers, choose words that evoke strong emotions and resonate with their desires and aspirations. Power words like "joy," "freedom," "comfort," and "security" can trigger emotional responses. This approach helps potential customers envision how your product or service will enhance their lives. Their imaginations will do the rest!
Engage the senses: The more detailed you can make your copy, the more vividly consumers can imagine themselves using your product or service. I can’t stress enough how much the human imagination influences consumer behaviour. If your product description, social media caption or advertisement copy can paint a picture of how your product or service looks, feels, sounds, or even smells, you’re in a great place to be remembered and desired by those who enjoy the experience.
So, there you go! Know you know why it’s important to sell feelings instead of features, and three ways to incorporate this into your own small business marketing.
Convinced, but not sure where to start? Get in touch today to have a chat.