You often use it without even realizing it. The language of benefits is something that is often passed on to us by our parents and surroundings during the secondary socialization stage.
As we gain further experience in life, we learn that the same things can be said or written in different ways, and some will be more effective than others.
In this post, we'll take a look at what was recently dubbed the language of benefits. It now has a meaningful description, and anyone can learn and improve it in various areas of their business.
The Language of Benefits – Definition
The very concept of "benefit language" is so appealing that we expect something from it. And even though we don't fully know what will help us and in what areas, we still want to be enriched by this knowledge, right? And that's precisely how benefit language works, its use is intended to persuade the recipient to take some action.
(The rest of the article can be found below the form)
In our case, we are talking about internet marketing, so such actions can be considered as, for example:
- download the guide,
- making a purchase,
- go to the website,
- comment on the post,
- and whatever else suggests to the imaginationa.
So much for the definition. Now I will present the paths we can take to make the word become flesh.
How to build a language of benefits?
Benefits language can be constructed based on several basic message properties. The appropriate one for you depends on the general language your company uses, as well as the characteristics of the product or service itself and how it is communicated externally.
The foundation on which we base it will also depend on who our target audience is, but I will write about that a bit later.
The first rule is a narrative that signals or even creates a problem and then seamlessly transitions to its solution. Of course, the closer you can get to the problem your potential customer actually faces, the greater the chance your solution will find a recipient.
That's why defining your target audience is so important early on in developing your marketing strategy . After all, each of us faces certain challenges or passions that we want to solve or satisfy. That's why marketing often exaggerates seemingly mundane things and presents simplistic solutions.
We've already covered the first example, which is built on quite rational foundations. Now let's quickly move to a slightly higher level, utilized by brands that can afford to communicate over time.
These are usually large companies that can build so-called "experiences" across multiple channels simultaneously – not just through the written or spoken word, but also at the brick-and-mortar store level. You'd be surprised how many brick-and-mortar stores have been established solely to build brand recognition. But let's get back to "language."
In Poland, many industries still compete on price. This isn't surprising, but alongside this, we increasingly encounter "value" that resonates with the individual consumer.
When you can afford to buy or lease a premium car, you might lose sight of whether a given bank's offer is attractive or the metallic paint costs a thousand złoty more than the competition. Then, your first steps will be towards a brand that will somehow create a narrative around you.
Everyone wants a Volvo these days because of Scandinavia, safety, and sustainability. 🙂 These are all values that revolve around the brand. Now I'll backtrack a bit from what I wrote earlier about this being an activity reserved only for the world's greats.
You can create things that are equally "tasty" for the imagination by running a much smaller business and having, for example, a small online store with underwear or blankets for newborns.
All you need to do is maintain a narrative at each stage of the customer journey that correlates with each other and is more than just a dry description of the facts about a service or product and the subsequent stages of the purchasing process.
We're close to the first point about problems and their solutions. However, here we're not talking about the problem, but rather the solution, and usually something less tangible.
It usually boils down to a slogan. This is also the language of benefits, although in many cases less effective than the in-depth kind.
This brings us to the concept of a promise. When defining a given assurance regarding a product or service, it's worth checking whether we can deliver on that promise.
If the flight to Stockholm is canceled, or the bike takes longer to ship and doesn't make your child smile because it's late for their birthday, then you'll have a serious problem.
The scarcity rule – why do we desire products that are in short supply?
I admit that the first time I encountered this was completely by accident when a previous company ran out of a certain product and its advertising campaign was quite inflated. We couldn't have predicted the product's absence, but its absence had a very positive long-term effect.
Industry online forums, Facebook and Instagram comments, were filled with questions about availability, estimated delivery dates, replacements, and reviews. It was a seemingly endless stream of user interactions that built reach while simultaneously conveying both neutral and positive messages.
As a final note, I'll add that this wasn't a one-of-a-kind piece of equipment, nor was it relatively inexpensive. No, it was equipment that could easily be replaced by another brand for a similar price.
Its absence caused a virtual avalanche of orders when we decided to launch pre-sales (to manage the situation somehow). The only variable compared to previous efforts was… a lack of inventory. And although this is anecdotal evidence, over the past two years I've encountered something in the professional literature at least several times that is now obvious to many marketers.
Namely, the less of something there is, the more attractive it becomes. Add to that hundreds of opinions and simple questions from users who ALSO WANT that thing, and you're guaranteed a sales boost.
We can also apply this lesson in writing. From the simplest advertising slogans like "last items" to more sophisticated techniques, such as consciously creating barriers like "In 48 hours, these tickets will go up by 299 złoty!", a phrase often heard at marketing conferences.
How to use opinions and reviews to increase sales?
At the end of this section, we'll discuss social proof. If the product or service you're offering can be presented as "accessible" to virtually anyone, and you believe it could be successful as a result, then it's worth using numbers and the opinions of other users.
This is because the largest group of consumers wants products that have already been tried and tested, and that they are confident will meet their expectations. They can learn this through reviews from people who are similar to them in various respects, such as their needs.
The more credible reviews we obtain, the more trust we will have as sellers. That's why many online stores and businesses encourage positive reviews and feedback on customer service. This also draws buyers closer to a company and strengthens their loyalty.
If we've given our approval in writing, it will be difficult to purchase the same product from another company. Therefore, emphasize opinions and reviews as strongly and frequently as possible in your communications. Encourage them by offering discounts or bonuses.
Numerous companies have also sprung up around this pattern, engaging in word-of-mouth marketing and posting false ratings and reviews. Moreover, such behavior can serve not only to enhance one's image but also to damage the competition.
Both phenomena are unethical and misleading to consumers, so it's better to obtain credible and authentic reviews. Over time, this approach will pay off.
Why does the language of benefits need to be tailored to the target group?
The language of benefits, and especially its underlying principles, should be tailored to the target group. Words are the first thing your customers encounter. Therefore, it's crucial to craft them appropriately, as they will resonate throughout the rest of your brand.
So, you can initially present yourself as an effective, dynamic, young company, or one that honors tradition, is Catholic, or patriotic. However, it's usually best to focus on one of these values to provide the customer with a navigational buoy right from the start.
Then, in addition to image, language influences how your customers will behave on your website and whether they will find it attractive at all.
In this case, the language and its “UX” character have a direct impact on performing desired actions within the website – e.g., making a purchase.
Less is more – how to improve texts by eliminating errors?
Instead of trying to write something simple, meaningful, and engaging, you can also do the opposite and stop writing badly, which will probably be easier to do initially than completely overhauling your writing style. That's what happened to me.
The first thing I tried to get rid of in my content writing career was to eliminate filler words. All those "as if," "supposedly," "sort of," "probably," and hundreds of other words that heighten the sense of uncertainty and unnecessarily lengthen sentences. Yes, they can be useful when trying to "get" to a certain character count, which is useful in the difficult craft of copywriting.
Generally speaking, though, the simpler the better. Pasta is fun, but it doesn't sell. Seriously. Firstly, forget about fillers . Avoiding them will do the trick. Secondly, ditch the passive voice.
It often creates uncertainty and distraction for the reader. It is also considered more difficult to read than the active voice and is therefore used less frequently, although it still occurs far too frequently.
In reality, it should only refer to cases where the action is performed on a passive subject—e.g., "highways are being built" or "the baby is being dressed." It's also worth noting that transforming a sentence from active to passive can change its meaning in the recipient's perception.
As the author, this may be difficult for you to notice, because you know what you want to convey. However, the recipient—without context—may interpret it differently. Everyone knows that "Beavers build dams." However, if you say or write the same thing in the passive voice, "Dams are built by beavers," it turns out that the first sentence refers to a certain characteristic of beavers, while the second refers to the fact that these dams are NOW being built by beavers.
Selective perception – how to choose words so as not to frighten the recipient?
Take a look at these beauties:
- forget about problems,
- unlike others, we don't cheat,
- you won't waste your time with us.
There is a good chance that after reading the above, the words “problems”, “we are cheating” and “you will waste your time” resonate in your head.
Even though your intention was to convey something positive, the average reader consumes gigabytes of information daily and has had to learn to filter certain information – especially written text, as it is very time-consuming.
Our minds, therefore, tell us that it's best to remember the most powerful words from our perspective. So instead of "forgetting about problems," simply "find solutions."
Ever have trouble falling asleep? Check out my tried-and-true method! Print out a few job postings (the light from your smartphone screen will wake you up, so printing is essential) and you'll be asleep in minutes.
There's so much to read about dynamic development, experience-based pay, and benefits. These platitudes, clichés, and other "copy paste" elements simply make your writing off-putting and boring.
Therefore, avoid not only common phrases but also excessive adjectives. Flowery language was last fashionable in the 19th century.
The language of benefits in sales work – how to turn product features into profit?
It's worth remembering that utilizing the language of benefits is not just the responsibility of marketers, but also of salespeople. There are four basic concepts that serve as the foundation for building sales departments' operational methodology.
- Need
- Characteristic
- shoe
- Advantage
You can allow yourself some freedom in shaping your messages. For example, you first define the need, and then communicate the feature and its resulting benefit.
An example of a skeleton of a statement according to this scheme:
- Need is to buy a reliable car.
- Characteristic the offered car may therefore have a 5-year warranty and inspections included in the price.
- Advantage? No costs for potential repairs + communication of the fact of a long factory warranty possible by the manufacturer due to the durability of the components used.
You can also slightly modify this message and use all 4 stages or, for example, skip the feature and go straight to the advantages and benefits.
Summary
The above article covers the following topics:
- The language of benefits is a communication technique that involves persuading the recipient to take action by presenting solutions to their problems and promising specific values.
- Limited product availability naturally increases its attractiveness and desire among customers, which can be effectively used in marketing to build reach and drive sales.
- The use of authentic reviews and proof of validity builds customer trust and loyalty, which effectively encourages others to safely purchase proven products.
- Matching the language of benefits to the target group allows you to build a coherent image and a sense of understanding the customer's needs, which directly translates into their engagement and sales effectiveness.
- Improving texts involves eliminating unnecessary fillers and avoiding the passive voice, which increases the certainty of the message and makes it simpler and more understandable for the recipient.
- Effective communication requires avoiding negative associations and boring phrases in favor of specific solutions and simple language that does not distract the recipient's attention.
- Salespeople can effectively increase sales by using a framework that transforms dry product features into specific advantages and benefits that meet real customer needs.
