You hear a lot about “benefits†these days. Experts say, “When pitching or promoting your book, give benefits, not features.†But this concept can be confusing. Today I’m going to clarify the differences and give you a few examples.
But first, I want to report on an innovative artist—actually, cartoonist—who contacted Matilija Press this morning. As some of you know, I write the monthly SPAWN Market Update for the member area of the SPAWN website. Frequently, I suggest to artists that they be more proactive on behalf of promoting their work—not something easy for artists to do. I’ve even written articles on this subject (check out my piece Promotion: Your Success as an Artists Depends on it. http://www.matilijapress.com/articles/artist-promotion.htm). One thing I suggest is to contact publishers and let them know that you are available to do illustrations and other artwork for their projects.
Today, I received such an email from cartoonist, Joe Kohl. He did a good job of introducing himself and his work. He gave plenty of links to samples of his work and contact information in case a publisher wants to email or call. Good job Joe. While I don’t have need of a cartoonist right now, I will pass along your information to others who do in the future.
Now, back to our topic: Benefits. Many authors, when they write a press release, focus on features instead of benefits. When they talk to potential customers, they tend to speak of what the book contains rather than how it can actually affect or help the reader. What is the difference between benefits and features?
First, I’d like to offer a couple of examples demonstrating human nature when it comes to benefits and features. You be the judge:
Q: When is a driver most likely to wait for you while you exit a parking space?
A: Of course, when she wants that space–when it benefits her.
Q: When is someone most likely to pick up trash along the roadways?
A: When they are mandated by the court as punishment for a crime.
A: When they can profit from the trash—as in redeeming cans for cash.
A: When the act of cleaning up their community makes them feel good.
This is a pretty clear example of human benefits. Now let’s apply this to our products—our books–and even the articles we write. Why do people buy and/or read books? Primarily to become educated, be entertained and/or gain information. In more real terms—they want to read fiction that will carry them away from their world. And they read nonfiction books primarily in order to become more successful, make more money, lose more weight, learn something new, become wiser/more well-informed or attain greater health.
These are some of the features of my book The Right Way to Write, Publish and Sell Your Book:
• There are a whopping 360 pages of information and resources.
• It has a massive, easy-to-use index.
• The chapters are organized logically.
• There are Recommended Reading sections at the end of each chapter.
• It includes an extensive Resource List
• There’s a companion Author’s Workbook
And now for reader benefits:
• What you learn here will help you to make better choices and decisions with regard to your publishing project.
• You will become a published author.
• Write a successful book proposal the first time and every time.
• Learn how to develop your book’s marketing plan.
• Sell more books.
• Study this book and you’ll make fewer mistakes with your publishing project.
• This book can save authors money and heartache.
What if your book is fiction—what are your reader benefits versus the features?
Features might include, compact size, hardcover, fine art design on the cover, you can read it in one afternoon and/or large type for those with failing eyesight.
Benefits might be, more action in fewer pages, a poignant story that promises an emotional experience, a fantasy adventure that will leave you exhausted, a happy reading experience, a main character you’ll love to hate, large type version for those with failing eyesight. (Yeah, this could be a benefit, too, don’t you think?)
For an inspirational book designed to teach a meditation process, the features might be, pocket-size book for easy stowing, written in lay language, appropriate for beginners and quickie exercises for busy people.
Benefits might include, learn to meditate in one session, finally tune into your subconscious, hone your intuition muscles and become more relaxed and less stressed.
Your assignment for today (if I may be so bossy), is to list the features and the benefits of your book. If you’re in the process of writing it, maybe this exercise will prompt you to add some meaningful benefits. Whether your book is meant to teach, share, inform, educate or simply to entertain, it most likely has reader benefits and it’s imperative that you know what they are.
We’re still working on a way to allow comments without letting in the enormous amount of SPAM. In the meantime, you can contact me at plfry620@yahoo.com.