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 crap about how inexpensive your new coffee maker costs. They want to know, if it is available in cool colors that is a close match to their kitchen decor. Does it heat the coffee to 100, 200 or even 300 degrees. Is it a space saver that can be placed on the counter. Does it grind the coffee beans. Is there an automatic starter that will make coffee before they crawl out of bed in the morning.

And business prospects 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. Do you have a track record of getting the job dons. If you have testimonials from past clients. Very few B2B (business to business) clients want to hear you drone on and on about how great your company is.

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.

Written By, Maddison D. Cephas

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