As you are thinking about the end of the 4th quarter and start planning for next year, I would like you to consider the following information to also help you reduce those frustrations you’ve had with past marketing efforts. Your marketing can get better, more consistent results – by first recognizing the primary benefits of what you sell.
That’s right. Whatever you sell, a product or a service, you must first consider the benefits your customers really want.
Oh, I know you’ve heard about features and benefits before, but not like this. Remember the old command? “Give them features! Tell them what you have to offer! They’ll love it!” Well, the true wisdom says “not really.” If you fail to communicate how your product or service benefits a customer they will pack up and go somewhere else. So your benefits must communicate what the customer . . .
. . . wants! You remember, wants versus needs? “You must meet all of your customers’ needs!” Sure. That’s a minimum. But what’s next?
Well, let’s make a clear distinction between features and benefits. The former, features, are actual characteristics of what you sell. If you sell computers, the 101 easy-soft click keyboard is a feature. If you are a CPA, your education and training are features.
Now, tell them what those features will do for them! “This keyboard will make it easier for you to type and the soft click keys will ease the stress on your hands!” Or, “We will be looking to give you all of the legal deductions to which you are entitled, many of which other accounts are unaware of, because we attend the IRS Secret Deduction seminar every year.” These are benefits.
Here’s another example. A bank sells a checking account that comes with a debit card. These are simple features, and might interest the customer. Now, however, if you tell them “we have a way to reduce or even eliminate checking account fees – and you get rewarded without doing anything different!” – these are benefits the customer will notice! You didn’t just tell them it was a rewards debit card, you tell them how the rewards debit card will benefit them.
So, now you can make a list of all your features and convert them to meaningful customer benefits! (Incidentally, this is the thought that Mentor Marketing puts into every client on every project: improving your marketing, getting, and keeping more business!)
Good Marketing To You!