Benefits! They're what marketing is all about. No doubt you've heard the mantra over and over: "Benefits, not features.. Benefits, not features."
So how do you tell the difference, anyway? And how do you choose which ones will get your prospect's heart pumping?
First, let's set the parameters: A feature is a raw fact about your product or service. You're open from 9 a.m. to 9 p.m. Your widget slices, dices, and then folds flat. Your cleaning service uses Chemical X to clean carpets.
A benefit, on the other hand, is the specific advantage of your product or service. It stirs the emotional desire within your prospect, and connects him with what you are selling. It tells him What's In It For Me.
Your convenient hours make after-work shopping a breeze. Your widget makes dinner prep simple and saves counter space. Chemical X leaves carpets sanitary enough for babies to crawl on.
Every feature provides at least one benefit, often several. So discovering benefits is just a matter of finding out what each feature does for your prospect.
Take a sheet of paper and divide it in half. On one side, list all the raw facts about your product or service. Include everything you can think of, from size to color to every service you perform.
Now, change hats. Think like your prospect, and go back over that list. After each feature say, "This means that I..." and finish the sentence. What can your prospect do, or get, or save because of that feature?
Some benefits will be stronger than others, and most likely there will be two or three that you just know are power-packed. These are the ones you'll want to use in your headlines and leads.
Your prospect discovers What's In It For Me, and you discover that more prospects are becoming customers. That sounds like a benefit all around.
Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer delivers persuasive, targeted copywriting that dramatically increases your business. Unleash the power of words on behalf of your business by visiting http://www.dramatic-copy.com today.
Real estate marketing is a lot simpler than most Realtors... Read More
1. It costs less to delegate to a professional than... Read More
As best you can, answer the following twenty-five questions. There's... Read More
NB: You can read part one here: ... Read More
Imagine how much your sales and profits would increase if... Read More
Can you remember the last dozen advertising messages beamed at... Read More
The buzzword these days is "relationship" marketing. Just what is... Read More
This is how the conversation went on my follow-up visit... Read More
There's a saying that half of all marketing efforts are... Read More
It seems nowadays every marketing guru and their brother-in-law has... Read More
Want a simple, low-cost way to boost your sales? Just... Read More
We live in an unprecedented era of communication. Because of... Read More
The movie, "Field of Dreams" opens with a farmer standing... Read More
Have you ever been among a group of people exchanging... Read More
Building a coaching or consulting practice can be rewarding and... Read More
AGE OLD QUESTIONBusiness scholars throughout the planet keep asking the... Read More
Price is an often overlooked marketing strategy, as many tend... Read More
Recently I wrote an article on the benefits of joining... Read More
Nothing gets people buying products or programs like a special... Read More
Having difficulty knowing what to offer people online? Worried that... Read More
What is Upselling?It means pre-selling any additional features of your... Read More
The steps to creating an effective marketing plan begin with... Read More
Want to get Better at your Marketing today?For many service... Read More
Wouldn't you love a simple formula for easily growing your... Read More
You'll always need to find new prospects for your business.... Read More
Say it with a post card. A well designed, colorful,... Read More
This really and truly is the easiest (and most profitable)... Read More
Are You Riding The Marketing Roller Coaster?If you're like many... Read More
I often wonder how the practice began of pretending to... Read More
"Both the market and the distributive channel are often more... Read More
Are your direct mail response rates lower than you expect?... Read More
If you have been to expos and trade shows as... Read More
Here is your C.I.T.T. (pronounced "kit")[Color ? Illustrate? Type ?... Read More
Business marketing is one of the most important parts that... Read More
Since the human brain seems to be able to focus... Read More
Every business needs customers, but more importantly every business needs... Read More
I believe that small business marketing and selling follows a... Read More
In previous articles under "Meaning and Marketing", we have learned... Read More
You can love it or you can hate it but... Read More
Some of the research that has been done today gives... Read More
Marketing is a business process about which much is written,... Read More
Whether you're creating a sales letter, a brochure, a newsletter,... Read More
Marketing Ideas Without Action Get You NowhereYou want to grow... Read More
A seasoned networker knows the real meaning of networking --... Read More
©2004 Jeffrey DobkinIf you're in direct marketing, you're continually looking... Read More
There aren't many things in life that you would get... Read More
Buying your promotional products and corporate apparel online provides five... Read More
Triple your response from expos by avoiding the top ten... Read More
When you want to win and woo new clients with... Read More
My 6 year old daughter Emily knows exactly what she... Read More
One of the best ways to get a restaurant free... Read More
Direct mail can be one of the most effective tactics... Read More
"There is only one way to judge the effectiveness of... Read More
Whether you go to a Chamber of Commerce event, a... Read More
I went to a networking event the other day where... Read More
The other day I received an e-mail from an internet... Read More
What is Upselling?It means pre-selling any additional features of your... Read More
Is your business experiencing a summer time slump? Traditionally only... Read More
Many a home business owner has spent sleepless nights thinking... Read More
We could learn a thing or two from pro sports.Baseball... Read More
Face it?you know you've got to do something to keep... Read More
Trade show booths are one of the best direct contact... Read More
All too often people look at marketing ROI in terms... Read More
Organizations often get stuck in neutral when it comes to... Read More
It's quite apparent that Americans are living... Read More
In virtually any business first impressions are lasting impressions. Most... Read More
Marketing |