Benefits, Benefits, Benefits

I come across this a lot with clients.

They have a product or service and when you ask them to share the benefits, they give you a long list of features.

For instance a common one you will find with clients who are opening an online community is they will give you features like this:

• Online community where people in X, Y, and Z meet and get free networking tools
• A marketplace
• Appointment booking tools
• A job board
• Fun contests
• Discounts
• Insurance offerings
• Consumers are provided direct access to professionals, discounts, and promotions.

But here’s the thing…

Those are ALL FEATURES. Go to any city in the world and you will see shop windows lined with the terms ‘DISCOUNTS’, ‘SALES’, ‘BARGAINS’. etc etc,,

But unless people know what those discounts, sales and bargains are. They cannot determine if it’s a benefit to them.

It becomes nothing more than a WEAK MARKETING PLOY and it rarely converts

The same applies to the above.

Telling people it has this gadget, this widget, this color, this such and such… means nothing unless you can relate it back to how it SOLVES their problem and FEEDS their desires

BENEFITS, BENEFITS, BENEFITS

Always be thinking about how is your product or service going to HELP them… and please, please don’t say “Because ours is better, cheaper, higher quality”

If I asked your competitors they would likely say the same thing.

If you say it is XYZ you had better have proof!

The art to selling more, is to speak in benefits