| |
| |
|
Marketing Information |
|
|
|
Discovering The Benefits That Hook Your Prospect
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.
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Networking: The Cost of a Connection "Networking is a waste of time," said JoAnne, owner of a busy print shop. "Besides, I advertise in the daily paper. The Role of Marketing for Boards of Directors Small and emerging companies often do not put together a board of advisors or board of directors for many reasons. Some entrepreneurs believe that businessmen and women would not be willing to serve on their board of advisors for the little or no compensation that the new company can afford. Get Personal: Letters vs. Direct Mail One of the reasons direct mail works is the personal aspect. It's ostensibly a letter from you to your prospect. Marketing Gurus : Do You Need One? Its become fashionable to bash marketing "gurus" nowadays.There are some for whom the prospect of even looking at someone as a "guru" is a sin. Dont Advertise Your Business - Market It! Too many business owners believe that marketing their business means just paying for a few ads. What few understand is that Advertising is not the same as Marketing. How Can I Get Name Recognition? Some of the ways in which to get your "name out there" are to call your local television and radio stations, and ascertain whether there is a medium you can get your name in. A very good source are public stations that hold auctions, at which you can donate your services. How Do You Know Your Clients Cant Pay More? "My clients can't afford higher rates."When more than 330 business owners and self-employed professionals checked off reasons why their income was not going through the roof, this statement was chosen more often than any other. Discount Promotional Items - How to Save Money It takes money to make money is an adage we hear everyday in the business world. So, when it comes to getting promotional items, you've got to budget for it. Meaning and Marketing - The Hurricane I step outside my back door and look at some large limbs lying on the ground. They are all dead. Business Leads Anyone who runs their own business can tell you how challenging it is to generate business leads on a consistent basis. Finding good leads and generating more sales is vital to the long term growth of any business. Reinventing The Wheel Revolutionary ideas have always been the mark of mankind. It's what made us superior to animals and prove that we are the dominant species of this planet. Logo Facts What makes one logo better than another?Simplicity.A good logo works in the simplest form. Do this One Thing and Beat 85% of Your Competition! Maybe you don't want to work that hard, or maybe you have been burned by consultants so you are not inclined to listen to one. Or maybe you already have a measure of success and don't think you need to do anything more. Direct Mail Strategy - Brand Identity Guru 1. Know your purpose: What do you want your direct mailer to accomplish? Do you want to be remembered? Do you want to educate prospects about benefits? Recently, Brand Identity Guru was hired to expand a clients direct mail efforts, so we created a direct mail piece to showcase our clients related capabilities. How To Choose a Qualitative Research Market Qualitative research, whether individual interviews, in-homes, focus groups, ethnographies and the like are conducted all over the world, as everyone knows. But how are the markets to be studied selected in the first place?New York, London, Paris, Chicago, Los Angeles, San Francisco, Toronto, Boston and Dallas are all great places to see first rate entertainment, dine out and by their size, must be great places in which to conduct qualitative research or so the common thinking goes. Marketing to a Critical Mass In "Developing a Marketing Plan", we covered the first steps to developing a marketing plan and tracking where your customers are coming from.The thing that I noticed when I did this for my own business was that the majority of new clients could be attributed to more than one source. You Must Get Going If You Want To Get Growing For many of service-based businesses out there, it's not that you don't know you should be marketing or don't want to get better at it. It's just that you don't. Packaging Made Frozen TV Dinners Possible I was saddened to hear of the passing of one of the food industry pioneers Gerry Thomas, One of our unsung heroes credited with invented a "package" the frozen TV dinner that literally changed the way we eat. Never mind that it was considered by nutritionists as a step backwards, his invention still made a major shift in the food and food services industries. First to Market Theory AGE OLD QUESTIONBusiness scholars throughout the planet keep asking the same question and have come to the conclusion that being first into the market place is preferable. Preferable to what? They say every product has a life cycle? What about milk? If that is true and many academia will classify products and services in order to make a point and simply lump them all together. Your Elevator Speech - Have You Updated Yours Recently? Do you have an elevator speech? Does it get people's attention? Do they ask you lots of questions when you tell them what you do?Every great elevator speech needs to answer these key questions:1. Who am I? (introduce yourself)2.
|
| home | site map |
| © 2006 |
