You’ve probably heard me say, over and over, that you need to focus on benefits, not features. But have you ever wondered why? If so, keep reading- I’m about to tell you.

The main reason you want to focus on benefits, not not features, is because all buying decisions occur first at an emotional level. People want first, and buy next.

Most of the time, the reason your copy isn’t working or sales process isn’t working is because you’re way too intellectual. What you need to do, really, is focus first on your passion. Why are you absolutely passionate about what you do?

Do you believe that your services and products are effective? Do you believe, truly, that they make a difference? If so, you need to take that certainty, focus on benefits, and use that to sell more high priced programs and services.

Your job is to take the biggest wants of your target market and turn that into the biggest and boldest benefit you can think of. Connect with your target audience around their feelings and desires, and explain how investing with you will bring them even more of the good feelings they want.

Most people do not go deep enough or complete enough into quantifying the wants of their target market. As a result, their sales process isn’t as profitable as it could be.

What is the biggest emotional benefit your target market wants? What would they pay a lot of money if you could solve for them?

Build your system around your expertise and credibility, and solve the biggest emotional dilemma in your target market.

That’s the winning formula to selling high priced programs and services.