One of the biggest mistakes marketers make when selling is that they only describe the features of their product/service/business opportunity but don’t go beyond this in selling what they can allow their customers to do.
And while features are an important tool for customers to measure your product against other competition, it alone not enough – what’s more important is showing the benefits of the product.
Benefits answer the big question that runs through every customer’s mind: “What’s In It For Me?”. It illustrates the desired experience that the customer wants in solving a certain problem through buying your product/service.
Feature Example: Batteries are included with this vibrating alarm clock.
Is that enough to compel someone to buy it? Not really..
Let’s make it a bit better.
Benefit Example: Rechargeable batteries are included so you’ll never have to worry about it running out of power and you waking up late!
OR This vibrating alarm clock will wake you up without disturbing your family members!
Would you buy this instead? I would.
In my real life scenario: Am I in the business opportunity industry because of the money? No, I’m in it because I was sold on the dream of using the passive income (from my business opportunity) to have more freedom to spend time with my family.
Although features define a product, emphasizing the benefits speaks to your customer and tells them how their lives will be better with your product/service/opportunity. Never assume that people will know the benefits, you need to illustrate the end-experience in your marketing in order to sell more effectively.
Take the time to get to know your target audience and work out how you can help them solve the problems they have. The more you know them, the more benefits you can find – you’ll even find new benefits that they might not have realized yet.
What compelling benefits do you offer? I love examples, so please share it below!
Marco Reeves – Control Catalyst
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