How to Write a Sales Page Part 6: A Poem About Benefits

This is part 6 in a free online tutorial on how to write a sales page.

Now, if you look around this site you’ll find some resources already that cover the benefits (including this webinar, this slide show and this blog post).

But rather than rework the material used in those in-depth resources, I thought I’d share a new angle on using benefits in your sales page. The following copy is a well-known poem about making sales and writing advertising copy. It’s always been credited as anonymous but if anyone can provide the name, I’d love to know.

So, first comes the poem, and then we’re going to highlight the critical elements you need to remember when including benefits in your sales page:

I see that you’ve spent quite a big wad of dough, to tell me the things you think I should know.

How your plant is so big, so fine and so strong; and your founder had whiskers so handsomely long.

So he started the business in old ’92! How tremendously interesting that  is… to you.

He built up the thing with the blood of his life? (I’ll run home like mad, tell that to my wife!)

Your machinery’s modern and oh so complete; your ‘rep’ is so flawless, your workers so neat,

Your motto is “Quality”… capital “Q” – No wonder I’m tired of “Your” and of “You”!

So tell me quick and tell me true (Or else, my love to hell with you!)

Less – “how this product came to be”; More  – what the damn thing does for me!

Will it save me money or time or work; or hike up my pay with a welcome jerk? 

What drudgery, worry or loss will it cut? Can it yank me out of a personal rut? 

Perhaps it can make my appearance so swell that my telephone calls will wear out the bell;

And thus it might win me a lot of fine friends – (and one never knows where such a thing ends!)

I wonder how much it could do for my health? Could it show me a way to acquire some wealth? 

Better things for myself, for the kids and the wife, or how to quit work somewhat early in life? 

So tell me quick and tell me true (or else, my love, to hell with you!)

Less – “how this product came to be”; More  – what the damn thing does for me!

~Anonymous~

Now on first glance, this poem might seem whimsical, but if you look at the phrases I’ve highlighted in bold, you’ll see a rich list of benefits that get people excited.

Obviously it’s not limited to these areas, but it does highlight the customer’s perspective, rather than that of the company.

So in summary, think about your sales page. Does your product:

• Save your customer time or money? 
• Increase their earning potential? 
• Improve their body image or confidence? 
• Improve their popularity? 
• Make a task or work easier? 
• Get them out of a rut? 
• Improve their health? 
• Improve their personal wealth? 
• Improve life for them and their family? 
• Show them how to leave work to do something they love? 

If so, you’ve found a good area to focus on for highlighting benefits in your sales page.

For a more step-by-step approach to writing about benefits consider:

• How to write credible and compelling benefits
• The Benefits Masterclass
• A step-by-step guide to writing about the benefits

So, your homework for this week is to list the benefits of your product ativan so they’re ready to slot into your sales page.

Next time we’re going to look at how to talk about the details of your product or service.