It’s the Benefits, Stupid

One of the biggest mistakes most marketers make is focusing on the details of their product or service, rather than the benefits it offers customers.  Of course we all realize that customers will only buy when they, either consciously or sub-consciously, perceive some benefit from your offering.  But focusing on the product features or technology rather than benefits is still a common mistake.

Every sales presentation, brochure, data sheet, sales letter and all your Web copy should convey the benefits of your offering.

To be sure, the pre-requisite for this to happen is that you have to be clear on these benefits. Here’s a quick test:  ask some of your colleagues what the top three benefits of your product are. If they hesitate, even for a moment, you’ve identified the first area where you can make a significant difference to your marketing.  Focus on the benefits — in language that your mother could understand, no acronyms, no jargon — and you’ve made the first step to improving your marketing.

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