You need to give the visitors a reason to subscribe. They need to know that they have found the solution to the problem they came searching for.
Not only is there a solution to their problem, but you have the solution.
Answer their question, “What’s In It for Me?” with "I can help.”
Remember those 3 simple words and you will see results.
Identifying the problem is not enough. You have to show the reader that there is a solution and that you have it.
You can do this by pointing out the main features and benefits they will receive if they choose to take action.
Features explain what you're offering. Benefits let your visitors know why the features are a good solution.
Benefits are not the features. Features are factual information, benefits, are the results of features.
If you were selling a piece of software that creates articles for marketers, your feature statement could be "point and click automated software writes and submits unique articles for your blog"
Your benefit added to the statement could be "point and click automated software writes and submits unique articles for your blog - so you can get free organic traffic from the search engines, free up your time and work on more valuable areas of your business."
Let's look at another;
If you were selling a website setup service, your feature statement could be "we'll setup professional websites for you within 7 days or less"
Your benefit added to the statement could be "Get your websites setup for you within 7 days or less... so you can start collecting payments today and be seen as an expert in your niche without having to go through 6-12 months of hard work."
If you were selling coaching, your feature statement could be "Get one-to-one Skype lessons from an expert with just 1-2 hours per week"
Your benefit added to the statement could be "Get one-to-one Skype lessons from an expert with just 1-2 hours per week... to help guide you, set manageable targets and achieve success in your business faster than you could ever do alone."
You need to make sure that you are giving your visitor a good reason that explains to them why they should make room for you inside their already cluttered inbox.
State your feature and then follow it with a benefit. That way you show the value upfront and give them a reason as to why it's so important.
Remember, your visitors haven’t yet experienced the value you’re delivering. Your visitors don’t know you yet and you have to give them a reason to trust you with the value they are about to give you in return for the value you are offering.
That value being the all important name and email you are asking for.
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