Hi everyone,

Working on my postcard has gotten me to rethink what I am advertising. On the card, I list 6 features of my service, but I want to reword these to real benefits to the client. Unfortunately, I'm finding I'm pretty bad at this, so if anyone would like to make some suggestions, I would love to hear them. Here are a list of the features:

1) Show is 30 minutes long.

2) Birthday child gets a magic gift (Svengali deck, 101 trick with the Svengali and a magic wand).

3)Show is aimed at families, so it does talk down to the kids or use any rude or embarrassing humor.

4)Customizable for any sized group.

5)The show can be extended with balloon animals for every child and/or teach-in sessions.

6) There is a money-back guarantee.

Any ideas?

Thanks,
Richard

To see the postcard I'm talking about, look here.
http://birthdaymagic.smallmiraclesentert......card.pdf

Here's a super-simple success strategy that will help! The simplest no-fail formula for turning "features" into benefits is:

"Feature + the phrase, 'and what that means to YOU is...' = Benefit to buyer."

You kinda' unconsciously did it in your own features list already:


Good job!
Deano
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A feature becomes a benefit only if it meets the needs of the client. So, identify your target client, which in this case is the parent planning a birthday party, and ask yourself what their needs would be....or better yet, as your are talking to clients, ask them....what are they really looking for?

Then...list out all of the features of your act you can think of.....and review them, noting those that meet the needs of a client. Then use only those specifc features and corresponding benefits that address those needs. The litmus test is, if the client could say "so what" after hearing one of your benefits, it does not address their needs.

The Dean is right.....Feature + what it means to the client = well stated benefit.

ie - below....I did this fast, so please realize this is just an example.

1) Show provides 30 minutes of captivating magic...the perfect length of time for childeren's attention span to ensure that they enjoy it.
2) Birthday child participates in the show and receives a magic gift that will make them feel special on their birthday.
3)Show is aimed at families, with a positive message and fun but polite and appropriate presentation that will entertain and make everyone feel good.
4)Customizable for any sized group so we can adapt to the number of your RSVP's with just one days notice.
5)The show can be extended with balloon animals for every child and/or teach-in sessions, to make everyone feel involved and provide a truly unique and memorable experience for the childeren.
6) There is a money-back guarantee, because we want you to be confident that you will receive a quality show.

One last note on your original #3...a benefit should always say what it is...not what it isn't.

My 2 cents....good luck.