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How to get a better response to your marketing by turning features into benefits
| Guest post by: Peter Geisheker |
Article Overview: In this marketing article I am going to discuss the most important element of marketing - turning features into powerful product benefits. If you want to increase sales, you must focus on the benefits of your product, not the features...
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Free Download - How to market your business with Twitter By Peter Geisheker |
How to get a better response to your marketing by turning features into benefits
In this marketing article I am going to discuss the most important element of marketing - turning features into powerful product benefits. If you want to increase sales, you must focus on the benefits of your product, not the features.
So what is a product benefit compared to a product feature?
A product benefit explains how a product or service will help a person. If I buy this product, how will it make my life better? Will it save me money? Will it make me feel better about myself? Will it make my life easier? Benefits are very powerful sales tools because people buy products and services for an end result.
A feature explains a fact about what a product does such as a specification. For example, the new ZMX car has anti-lock brakes. That is a fact about the car - it has anti-lock brakes. The problem with only listing a feature is that a feature does not explain why it is helpful - how it benefits a person. Why would you want a car with anti-lock brakes? The answer to that question is the benefit. Anti-lock brakes are much safer because they keep your tires from locking up and skidding so you do not lose control of your car. Therefore, if you drive a car that has anti-lock brakes, you are less likely to be in an accident. The benefit is the positive end result. In your marketing, it is that positive end result that you want to focus on.
Here is another example. XYZ Car Company has developed a new car that gets 100 miles per gallon. The feature is that the car gets 100 miles per gallon. But what is the benefit? Why would a person want a car that gets 100 miles per gallon? The benefit is that you will save a fortune on buying fuel.
If you want to improve your marketing and increase sales, you absolutely must focus on the benefits of your product or service. Whenever you say what your product does (a feature), ask yourself, "how will that feature help my customer? What is the benefit of that feature?" If you do that, you will immediately see your sales increase.
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About the Author: Peter Geisheker RSS for Peter's articles - Visit Peter's website Click here to visit Peter's website   Write Marketing Plan Winning Sales Letter |
Related Forum Posts
Re: How do you overcome the fear of rejection while selling?
- If you are prepared and know what are your primary and secondary goals before you call (or visit) your potential client - you will feel less fear and more confidence.
Draw them in – open them up. At the end of every statement, ask for their approval or observation. Get the potential customer into the repetition of approving every step that you take.
Target the benefits of your product and not the features.
Use “W” – open them with questions starting with a “W”. Why, who, when, what are all questions that lead to a response. And follow with “Is that OK?”
And remember - people are rejectiong your business proposal, not you personally.
Re: It's SPAM! (Nearly)
- [quote="mphcoach":qup9xrr6]Would you manage without him as your friend, I wonder?[/quote:qup9xrr6]
Sure, but I was interested to know what kind of benefits could be attained from the connection. Adding a company like "Prince Tennis" as my friend on Facebook is comparable to joining a mailing list.
A lot of people don't like how Facebook is slowly turning into a platform for "friends spamming friends".
Re: Social media question
- [quote="awarepoint":1poiu13e]I had to research Facebook a bit more than I normally would, to help a local non-profit organization decide how to use it for marketing purposes.
I learned some interesting things. You can have your own personal profile page, which works great if you are an entrepreneur, but you can also start 2 other types of pages:
1) A fan page -- you can create an unlimited amount, as long as you are an official member of the business or organization
2) A group page -- which can be centered around any issue, business, or cause. But it's more limited than a fan page in several ways, and it's mostly for other Facebook members to interact on
Anyway, just thought I would share that since it took me a while to finally wrap my head around how I will want to use Facebook for my own business in the future.[/quote:1poiu13e]
Hi Cynthia,
Very good observations. This is one reason why I like Facebook so much; there are features available that make networking, socializing and marketing easy and effective. I plan to make use of these features in the near future as well.
Software Issues
- What annoys me the most are applications that are "improved" with new versions every year - that take out features I like and add features that are a pain in the arse to use. It's like no one ever asks the end user what would help [i:1g2xa9kr]them[/i:1g2xa9kr].
Make Yourself Attractive
- I've found that its much easier to find joint venture partners when you make yourself an attractive JV partner. What benefits are there for the people that you want to partner with? This list of benefits should grow and become stronger over time.
Shri
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