Marketing 101: Benefits, not features

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Continuing our Marketing 101 series:

We’ve talked about the very basics of marketing, how to identify what you are offering, know how it helps people and how to make sure they know about it. The next step in creating your marketing campaign is to make sure you reach your potential customers with all that info. Get them what they need and you can actually help them change something in their life.

Marketing can be boiled down to this:
Know what you’re offering, how it helps people and make sure they know about it.

Let’s dig deeper into knowing how your offer HELPS people.

It’s not enough to be able to describe the dimensions and parts of whatever you are selling. You also need to know the benefits of your product or service.

There are so many reasons someone may buy your product – aside from the fact that it’s pretty or cheap. The DECIDING factor of why someone may buy from you is that they see the inherent value in your offer. They have evaluated what you are selling and have determined that the benefit they will get from buying is worth more than the dollars they are trading for it.

Which means that you need to know what the benefits of your offer are – not the features.

Features are the details of your product – Benefits are WHY anyone should care. Features are helpful to know – Benefits are essential if your customer is going to spend money on it. The features may lead to the benefits, but not always.

Features are measurements, quantities, colors, contents, capabilities and more. Features are things like “18 hours of video interviews,” “comes in tan, black and teal,” and “batteries included.” Features can help encourage the sale but will not be the reason your reader connects to your product.

Make the benefits clear instead. Express exactly how the customer’s life will be changed or transformed after purchasing your product. How will it help them?

Most purchasing decisions are rooted in emotion. Focusing your sales copy on the rewards (benefits) of your product can connect your potential customer much more deeply and emotionally than the features alone can.

For example, at the very beginning of my sales page for the BUILD ecourse, a prospective student learns that I build a blog that helped me quit my day job, and the course content can help you do the same. The benefit of registering is clear. The end result is clear. Yes, there are a bunch of interviews and external resources and other aspects, but to a prospective BUILDer, they want to know what they will get out of the ecourse.

To get customers excited about your product, you’ve got to spell out for them the WHY they want it. Give them the benefits they’ll reap by owning your product. Spell out to them what they will get beyond the physical object – emotionally, experientially, and more. Once you know what you’re looking for (the WHY anyone would care), it gets easier and easier to frame your product descriptions in terms of benefits.

This week review your sales pages and product descriptions – make sure it is crystal clear how you are helping.

There is SO MUCH more on marketing in my BUILD ecourse. Click below for details.

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And if that’s still too scary, let me know. We’ll schedule a day together to chat and break it down and make you a marketing plan.

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