Let’s talk about feature over benefit and why it matters when it comes to your marketing. If there is one thing you should take away from this, it’s that your customers don’t really care about all the bells and whistles of what you have to offer. All they care about is what’s in it for them. What will the product or service they are buying do for them? If you can tap into that and answer that question, it’s easy to turn an interested prospect into a customer.
The best way to illustrate might be an example. Let’s say you are in the market for a new blender. What do you care about? The size of the motor, how fast the blades spin, or what fancy material they are made out of? Or do you care about making smooth smoothies quickly and being able to blend just about anything without having to worry about dulling the blades? It’s the second, isn’t it?
The first list is features. They are nice, but what you care about are the benefits you get from those features. Keep this in mind as you create content, product descriptions, sales pages, emails, and any marketing material.
It’s not as easy as it sounds. We often focus on the features because we’ve spent a lot of time and effort creating them. They are why our products and content work. They are what deliver the benefit and we are proud of them. At the end of the day though, all our readers, subscribers and customers care about is what’s in it for them. How can what we have to offer benefit them?
By changing the focus from what you have to offer them to what they have to gain, you build trust. You’re showing that you have your customer’s best interest in mind with everything you offer to them. Yes, you get paid for what you create and do, but at the end of the day, it’s about the person buying from you. And that’s the way it should be. That’s how you build a business that will be around for years and decades to come.
Watch the full video here:
Schedule some time this week to look at your marketing material and sales pages. Are you highlighting the benefits or features? Edit those pages as needed. Then sit down and pick one of the benefits your customers love the most. Create some content around it and share it on your site and on social media. It’s a powerful tactic to draw in new people who are looking for a solution to a problem you can provide.
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