The value proposition is probably the most difficult part to craft well in an email. Why? ‘Cause if it sounds even a bit salesy – the prospect may get scared off. Too blurry – the addressee may not get what we want from them and become disinterested. Too personal – it may just seem creepy. So how should it sound so the recipient gets actually intrigued and wants to reply?
We’ve been talking with our users about the copy of their emails. It seems like they often struggle to tell the difference between the feature of their product, and the benefit this feature will bring to their potential client. Or rather, they feel like writing about features will automatically make the prospect think about benefits – just like they do when they write about their product.
Well, the problem is the prospects, especially in outbound sales, often do not have that special ability to see the benefits while reading about features. That’s why it’s important we talk benefits instead of features when communicating with our potential customers. Here’s how to learn the difference between the features and benefits and how to write about benefits instead of features in your cold email pitch.