Matt Perryman

But what about…?

The features alone are a good starting point, but the buyer needs to know why those features exist

Which is why we write a paragraph—usually of no more than 4-6 lines. And let’s call those 4-6 lines the “benefits”. Except that if you merely write a few lines without any system in mind, the feature becomes boring. To put that fizziness in the features and benefits, you need to chill things a bit. You have to somehow be elusive—yes, even slightly cold.

The Futility of Solutions:

Most of us believe that we should talk about benefits and solutions. And benefits and solutions work, but they fail miserably if they’re placed out of the sequence. So where do you place your benefits? And why?

Getting the Customer’s Attention:

The core of getting attention is to flag a customer down. But how are you going to do that if you don’t even know what gets their attention in the first place? The Brain Audit not only shows you how to get their attention, but actually get a response. This response helps you go ahead with the sale.

Targeting and Testing:

Easily the most important factor of marketing is targeting. But how do you target? How do you target when you’ve got multiple products and services? How do you target when you’ve got such a wide potential customer base? The Brain Audit shows you how. Ignore targeting and you get close to zero-response and polite smiles.

The elements that keep the features and benefits are:

1- Questions: e.g. How do you target when you’ve got multiple products? Or such a wide customer base?

2- A hint of the solution, but no solution: e.g. The Brain Audit not only shows you how to get their attention, but also get a response. (See? It’s hinting that a solution exists, but there’s no solution given. You’re left out in the cold).

3- A downside. e.g. Ignore targeting and you get zero-response and polite smiles.