Do you want your audience to respond to your messages? Of course you do. One tactic that will help immensely is to stress benefits instead of features.
Features, you recall, are the elements or components of your product or service. Benefits, on the other hand, are what the customer will experience by using your product or service. Features are tangible, while benefits are intangible. As a marketer, you should strive to touch on those intangibles; play to your customers’ emotions.
Take a cue from the national advertisers. Some of the themes you’ll see and hear include:
– Save money
– Sleep better
– Feel better about retirement/plan for a worry-free retirement
– Feel better about yourself
– Spend more time with your family/your kids
If you’re having difficulty producing benefit-oriented copy, use this sentence as a guideline:
“My product [picture the precise item or service] helps you [fill in the blank].”
Take your time with this. Think hard: What does your product or service do for your customers? What do they experience by using it? How will their lives be improved?
Understand that your customers really don’t care what your product is made of. (And they really don’t care about all the finer points of your business that you usually cram into your marketing pieces.) All your customers care about is what your product will do for them. Find out what that is, and hammer away it.
Whether selling online or offline, remember to emphasize benefits. You will quickly realize that your customers are responding to your information.
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