In sales, people are taught to “sell the sizzle, not the steak.” Why? Because while the “nuts and bolts” features of your product or service are important, this is generally not what gets a prospect’s interest and makes the sale. People want to know the benefits of doing business with you. How will your product or service improve their lives?
If you’re having a hard time sorting out the features vs. the benefits of what you offer, give me a call. As your marketing writer I can help you determine the best message to communicate to each of your target audiences.
|BENEFITS, BENEFITS, BENEFITS
In real estate they say the three most important things are “location, location, location.” In marketing you could say its “benefits, benefits, benefits.” Why? Because all your potential customer really wants to know is “what’s in it for me?” You need to give a reason to buy that will make someone want to do business with you and not the competition. How will your product or service solve their problems, meet their needs or improve their life? Nothing else really matters.
Features vs. benefits
Many business people make the mistake of focusing on their product’s features instead of its benefits. What’s the difference? A feature is a fact about the product, while a benefit explains or demonstrates how the product will benefit the customer. For example, “made of heavy-duty plastic” is a feature; “guaranteed unbreakable” is a benefit.
Put your benefits front and center
Every time I visit a website or pick up a flier whose headline reads “Welcome to XYZ Company” I cringe (well, actually, being a marketing copywriter, I see a sales opportunity). Why? Because “Welcome to XYZ Company” doesn’t tell me anything about the company, what they’re offering or why I might want to buy. Your company’s benefits (or implied benefits) should be blaring from the headlines and subheads of all your marketing materials.
So take a good look at your marketing materials. If you’re focusing on features instead of benefits, it might be time for an overhaul!