As Perry Marshall says: "Why is it better to offer problem-solving information than a straight sales pitch? Because, nobody who bought a drill wanted a drill. They wanted a hole."
That means if you sell drills, you need to talk about holes, not drills!
These sums up pretty well the idea that you need to sell benefits, not features. It is not a secret that talking about benefits instead of features works, but most people still does not do it. That makes this time as good as any for you to incorporate the technique in your marketing copy!
Many new business owners write their own marketing materials, such as promotional flyers, brochures and some may even use newsletter printing. This is fine, great even, if they write what the consumer wants to hear.
It is not hard to realize why a new business owner might struggle with writing marketing materials – she has a lot of other things to do! And, she becomes so intimately involved with the business that she might forget some of the benefits because they are so obvious to her. But her potential customers do not know that yet!
Since many business owners think this way, all their marketing materials come out the same. Their promotional flyers all say "We have the best widget" or "Look at these features on our new widget." From a customer's point of view, all these businesses are the same. They need to know what differentiates you from your competition. Talk about that difference in reference to your benefits. What benefits does your product have that your competition's product does not have?
Make the benefits your main point. This cannot be stressed enough – people respond to benefits. They want to know what is in it for them. How will you help them? If your flyer printing piece only states what your product does, and not how it will help people or provide a solution for them, it is not going to be effective.
The benefits are not something that should be left for page 2 of your brochure or newsletter printing piece. Use your headlines on your first page, and every page after that to tout your benefits. People skim before they read the smaller print, so be sure that your headlines are in an easy-to-read font with words that jump out at people, like "solution." This is what they are looking for.
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Published By: Indocquent.com- An online resource where you can promote your business, products and services around the world.
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