Tuesday, February 12, 2013

State The Benefits, Not The Features

When marketing your product or service you always want to play up the benefits. Consumers are a fickle breed when their money is involved. They won't part with it unless there is something in it for them. Give them a reason to purchase your product or service. Remember this, consumers buy benefits not features.

Most consumers could give a hoot about how inexpensive your new coffee maker costs. They want to know, if it is available in twenty cool colors, if it heats the coffee to 100, 200 or even 300 degrees, if it saves space on the kitchen counter, if it grinds the coffee beans, and how fast it will make coffee before they crawl out of bed in the morning.

And business owners honestly don't want too much detail about your company when you are presenting your service to them. They want to hear that you have a solution to their problems. I know it sounds a bit harsh, but it's true. Very few B2B (business to business) clients want to hear you drone on and on about how great your company is. Really! You need to state those benefits.

Never assume that the person reading your ad, flyer, or brochure gets what your business is attempting to sell. Spell it out for them. Appeal to them. Give them valid benefits as to why they need to purchase what you are offering. Sincerely convince them that you care. This type of marketing works every time, because you are giving them exactly what they want. I'm not just blowing smoke either. I know this stuff. I practice it everyday and get paid for it too. :-)

Happy Marketing!


Get In Contact:
Maddison D. Cephas
EastLake Marketing Group
The Small Business Marketing Spot
877.448.0848 - Message Line

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