I got a sixty-nine Chevy with a 396, If you’re a car geek, you’ll know immediately that Bruce’s ride rocks. The 396-cubic-inch V8 pumped out 425 horsepower, barely grimaced in the upper 6,000 rpm range, and could hit 140 mph if you had the guts to sit behind the wheel.<\/p>\n And while there’s some online debate as to whether Fuelie heads were the best choice for this car, the Hurst aftermarket shifter was golden.<\/p>\n But Bruce’s aim was Billboard, not eBay. His winning formula: sound muscular and cash the royalty checks. Having seen 20-plus Springsteen shows and owned at least one copy of every one of his albums in every format known to everyone from Jerry Garcia to Steve Jobs, I can attest that there are many things about Bruce one may want to emulate.<\/p>\n But his writing is not one of them.<\/p>\n Read on while I explain how to write factual, compelling content that leads to sales, satisfaction, and success. In other words…<\/p>\n Let me in I wanna be your friend, I want guard your dreams and visions<\/em>.<\/p><\/blockquote>\n Here’s the winning formula.<\/p>\n Check out this Newegg product page for a SanDisk SDD<\/a> for an example of user benefits. In particular, look at this one:<\/p>\n It’s a simple equation: The first sentence explains a feature, and the second sentence converts that feature to user benefits. It doesn’t cost much, and that added piece of content will increase consumer confidence and boost sales.<\/p>\n We’ll talk about the use of headers in a future post. But for now, if I were in charge of this product-page content, I’d include an abbreviated version of this equation in each of the headers for the cheaters (i.e., most of us) who only read headlines.<\/p>\n Thus, instead of …<\/p>\n Sequential Read Speeds up to 450MB\/s<\/p><\/blockquote>\n … why not this?<\/p>\n Sequential Read Speeds for Faster Bootup<\/p><\/blockquote>\n Hammer home the user benefits of your product in section headers and shoppers\u00a0galore will thank you with their credit cards. We could spend days highlighting merchandisers across every product line who don’t follow\u00a0this rule. But in the interest of brevity, let’s look, somewhat randomly, at how top brands have addressed one particular feature of one particular product.<\/p>\n The product is cordless power drills, and the feature is torque.<\/p>\n Look torque up on Wikipedia and you might have flashbacks to\u00a0high school physics. Don’t let the gibberish throw you off. At its heart, torque is a measurement of the “turning force” on an object, such as a bolt. Hence, it’s a very useful measurement for power drills.<\/p>\n The greater the torque, the greater the ability to drill into difficult materials. You don’t need much torque to hang pictures or install sheet rock, but you’ll want a high-torque drill to drive bolts into metal posts. And there can be a difference of a couple hundred dollars between a low-torque and high-torque drill.<\/p>\n However, very few, if any, drill manufacturers explain the user benefits of torque. For example, below is a summary of how the brands of the three top-selling cordless drills on Home Depot describe torque in their drill descriptions.<\/p>\n Ryobi 18-Volt Lithium-Ion Drill and Impact Driver<\/a>: “1,500 in. lbs. of torque provide control and power when driving long and large screwed or bolts” Us:\u00a0This means that I can drill a bolt into, um, what exactly?<\/p>\n
\nFuelie heads and a Hurst on the floor…<\/em><\/p><\/blockquote>\n![\"A](\"http:\/\/content26.com\/wp-content\/uploads\/2014\/08\/product-feature2.gif\")
<\/p>\nProduct Features + User Benefits = Consumer Confidence<\/h2>\n
![\"readspeed\"](\"http:\/\/content26.com\/wp-content\/uploads\/2014\/07\/readspeed.jpg\")
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\n![\"an](\"http:\/\/content26.com\/wp-content\/uploads\/2014\/08\/product-does2.png\")
<\/p>\nWhen a Benefit Defines the Product Feature<\/h2>\n
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