Making It About Your
"Clients and Customers" …
NOT Your Product ...
If you’ve spent anytime browsing through our website, I’m sure you’ve picked up on the trend. We feel strongly about making sure your copy is all about the customer, or client.
Pointing out benefits is a key factor in keeping your prospective, and current, clients or customers interested in what you have to say. Writing your copy from a customers point of view is paramount in keeping their interest.
Teaching Old Dogs…
Every other Tuesday, Specialty Marketing Consultants conducts a 2 hour marketing and advertising seminar at one of “The University of Central Florida’s” annex’s in Daytona Beach, Florida.
They’re called “Meet Ups” and they are free of charge. The University regards them as “mentoring sessions”. It’s an opportunity for students and local business owners to look at marketing and advertising from a different prospective. We’re honored to be there.
We were joined by a young man last Tuesday who is completely new to starting a business, and how to market it. Like the majority of new business owners, his pockets were rather shallow, and their start up capital was limited. He was looking for a more economical way to get their marketing campaign off the ground. Our format sparked his interest.
Say That Again...
We opened a discussion on “how to make it about the customer, and not the product”. He was perplexed at first. This was completely the opposite of what he was expecting to hear. After all, in his experience, the majority of marketing and advertising was usually all about the product.
He knew everything there was to know, about his product. He came loaded for bear, and was biting at the bit, to tell us the wonderful features of his product. Sure enough, his product was amazing. The things it could do were totally beneficial to any-one in the market, for what they were producing. What he didn’t know however was, how to write them from a customer, or clients point of view. This is where it got interesting.
Present Your Features …
As Benefits ...
We asked the young man to pick one of the items they produce. Then we asked him to create a list of that items top 5 features. He rattled them off, quicker than an ice cube melting on the sun.
Then we asked him, “Why were you able to shoot out those top 5 features so quickly?” He replied with, “Because it’s my product. I better know it’s outstanding features.”
This is exactly our point. You know your product, better than anyone else. Who better to explain it’s wonderful features. However, your prospective customers, or clients, do not share that same compassion, about “your” product. Prospective customers want to know, “What’s in it for them.”
Once you examine the wonderful “features” of your product, find a way to present them as “benefits” to the customer.
He's Making A List …
He's Checking It Twice ...
Let’s pick a product. I’m doing laundry today, so let’s pick laundry detergent. The majority of their advertising and marketing says....
“XYZ Laundry Detergent is concentrated, it’s environmentally safe, it’s not harsh on clothing, it’s economical, it gives you more loads per bottle full, it makes whites whiter and brights brighter”
... So on, and so forth. The list of features could run into next week. All good stuff right? Right.
However, it’s all about the product, and nothing about the buyer. Now let’s turn those features, into benefits.
“Wouldn’t you like to spend less, and save more. Not worry about that new sweater getting ruined in the wash. Keeping you and your family looking sharp with brighter brights, and whiter whites.
Are you concerned with the environment? Then XYZ Detergent is the product for you, and your family. Here’s a simple, yet extremely effective way, to do this. Take a sheet of paper, and draw a line down the center. On one side, write the word “FEATURE”. On the other side, write the word “Benefit”. Now get to work on your conversions.
No One Knows
Your Product Or Service …
Better Than You ...
You shouldn’t have any problem rattling off the features of your product or service. After all, it’s your baby. You birthed it, you nurtured it, you know exactly what it needs.
Now it’s time to step out of the “business owner” mode.... and get into the “customer mode”. Creating your list of “product features”, and turning them into, “customer benefits”, is a giant step in creating and building trust and rapport, with your market.
They feel like you are someone who walked in their shoes. You know exactly what their needs are. You’ve bonded. Once a customer trusts, or believes, in what your marketing... they’re yours.
You have the strength and intelligence to run your own business. You have the tools and ability to become a “welcome guest” with your new and existing customers or clients.
Get started on your list TODAY. If you’re having trouble converting your features to benefits, get help. Ask a friend, a family member or a neighbor. Get that view from a customers stand point.
ATTRACT EM…. CONVERT EM….. KEEP EM
Look at your project like the needle on your business dashboard. Make it a priority before you run out of gas.
- Tuesday, May 12th
Daytona Beach Direct-Marketing MeetUp GroupParticipation is FREE
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