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That is why you will need feedback to improve.

Imagine how good you can become once you practise doing this for a period of 6 months, and get feedback.

Do you want to know how to do this within a six-month period?

Join our free, 3-day bootcamp TODAY at 7 PM to get a step by step 6 month plan. 

And, of course, the best way to communicate social and emotional benefits, and even functional benefits, is through stories of people - clients, customers, your own stories, or stories of others.   

Knowing this conceptually will not work - you will need to practise applying this to different kinds of content formats. 

Initially, you will make mistakes.

If you are going to learn this at a client’s expense, it will be suicidal.

With exception of a few very nerdy people, most people are chasing these social and emotional benefits 

You can’t move them to take action if you talk about functional benefits, at all.

Yet, when I interview most sales people, they have very poor awareness of the emotional and social benefits of what they sell, they tend to focus on features and functional benefits because those feel more concrete, something solid and easy to explain 

So what is your favourite product? What are its social and emotional benefits? 

For example - Tata Nano never took off because what kind of person drives the cheapest car in the world? Functionality hardly mattered in face of the social stigma and emotional discomfort.

On the other hand people are ready to pay hefty EMI to travel or study abroad or buy the latest iPhone - not because the functionality is much superior- but because of the emotional and social benefits- which almost always comes first to people.

Imagine the feeling of unboxing a new iphone - if you feel on the top of the world, if you feel your hard work paid off, it’s an emotional benefit.

But people find it easy to process:

1. Emotional benefits 
2. Social benefits 

The average buyer is super clued in on these things.

They know what signals they send when they drive a certain car or use Apple products.

They may not know or understand all the features, and consequently they may not know all the functional benefits.

But they care a lot about emotional and social benefits or downsides of  owning certain products.

Yes things you sell should have functional benefits, obviously.

But very few people out there make purely rational decisions based on what is good for them from a functional benefit perspective.

If you give them all the information about functionality and features, they can’t even make up their mind because they cannot process all that complicated information.

So they simply choose the path of least resistance and not buy at all.

And then they wonder why they do not get the best jobs, good incentives or why they are unable to get results! 

If you are a content writer who is not getting well-paid work, or you feel that you are threatened by AI, chances are that you have not tapped into this infinite realm. 

When you (or your clients) try to sell something, if you are new, you will try to sell features and functional benefits 

But if you are a sales veteran, you know that is a grave mistake.

There were investors who manage millions in funds, many industry movers and shakers, senior people and many of our batchmates - everyone came back to congratulate us, saying that the story was so relatable.  

Most startup founders, techies, SME business owners and professionals suffer from this misconception and have never built their content writing skills.

In fact, you will be surprised to find out how many sales people and marketers also think like that!

Their stories were relatable, and they appealed to our innate human desires, aspirations and struggles.
 
I realised that this is the key.  

I need to talk straight from the heart. 

When we were at investor meets in Singapore and Delhi this week, we told our stories.

Most people use investor decks designed by management consultants to explain their business. 

We had one too, but we didn’t use it at all and just told our stories, straight from the heart!

I learned this when I saw several successful communicators in action. 

Abdul Kalam. If you read his writing, you will notice that he is a smart person, but the message and content is very easy to follow.

I heard Sanjeev Bikhchandani speak about how he started Naukri.com. It was a simple but extremely powerful and relatable story. 

I heard the stories of other startup founders. 

The person who inspired me to study law, Sachin Malhan, spoke in very simple language too.