Conversion by differentiating your business
A website needs to be beautiful to hold interest and exemplify professionalism/credibility, but it’s not enough on its own to close sales. To close sales, you need to convince the visitor that your product and service are truly worth their money.
Stay with me, I am going to show you how to reframe how you write about your products or brand.
Firstly, people do not buy stuff simply because it looks nice. It appears that way, but it's actually a lot deeper. It doesn't matter what you sell. Simply listing products as is with some nice photography won't do it.
What people really buy is the outcome. I am going to teach you how to articulate an outcome.
If we look at the candle product from my last email again. Their primary focus was on features (coconut wax, long burn time, natural scents, handmade etc.) The problem with this is, EVERYONE also sells this type of candle and is pushing the exact same features. It doesn't differentiate in the mind of the consumer.
We made features the secondary focus and turned the main focus to the real outcome. The candle can instantly change moods. (The outcome) Imagine lighting a candle, and having the scent and sound from the free curated playlist that comes with the candle change your entire vibe with little effort. (Low effort is a benefit, see below.) So the entire website is based on creating vibes and moods at any time for any event or occasion effortlessly.
Let's break down selling by features, benefits, and outcomes below. I'll use a different example, like clothing.
Features = What it is
These are the specific details or components of your product or service — the technical facts. (materials and how it's made)
Example:
“Bolero: 100% silk, hand-made woven from Italy.”
Benefits = What it does for them
This is how those features make life easier, better, or more enjoyable for the customer. Think: what’s in it for them?
Example:
"A versatile bolero that keeps you warm on cooler evenings but light enough for a spring afternoon tea.”
Outcomes = The transformation they experience
This is the ultimate result — the deeper, emotional win or business impact. This is what they really want.
Example:
“Say goodbye to not knowing what to wear when you can keep recreating an outfit that's flattering and a confidence booster.”
So, a few things I did mention above, never knowing what to wear (a time frustration), recreating means (not fast fashion, high-use), flattering and confidence (how people want to feel when they wear clothes).
Solve the pain point for your customer.
Outcomes are promises. It is why your product or service is better. This is why writing this part needs careful consideration. You need to study your offerings, your ideal customer and their problems (not everyone), and what the competition is saying.
🔥 Hot Tip: People are more motivated to avoid a negative outcome than to gain a positive one. This is known as loss aversion, a principle from behavioral economics.
Example: Lipstick product
Gain-Framed Message (Positive Outcome):
"Glide on confidence with our ultra-rich lipstick — the perfect shade to elevate your everyday look and turn heads wherever you go."
Loss-Avoidance Message (Negative Outcome):
“Still using lipstick that fades, smudges, or washes you out? Don’t let the wrong shade ruin your look."
Most people mistakenly stop at features. But people don’t buy features — they buy how something will make them feel, solve a problem, or improve their life or business.
How to Use All Three in Your Messaging:
You want to connect the dots between:
The feature you offer
The benefit it provides
The outcome it creates