A lot of business people make the mistake of assuming their customers know the true value of their product or service. The truth is because we intimately know what we offer, we mistakenly just assume that our customers will just know that too!
They don’t. So they need to be educated.
How do you go about that?
Here are some simple ways to do that.
Number 1 – Review your Marketing Tools
In this step look at all your marketing collateral from brochures to newsletters, to your website and ask these key questions:
Does this educate someone?
Does it just list features, or does your marketing describe benefits to your customers in a way they will get?
Knowing your customer’s pain points will help you create the antidote to those pain points through the benefits you offer.
Number 2 – Continued In-depth Review
List out all the features of your product/service groups and co-relate a benefit to those features.
For every feature ask, “so what?” and create a list of information that could be useful.
Here is an example – ‘our handy all-in-one tool kit can fold up into the size of a Swiss Army knife’.
Is this a feature or benefit? It is a feature. Ask, ‘so what?’ (This is what your customer’s inside voice is saying).
Here is the above feature re-worded – ‘our handy all-in-one tool kit covers 85% of what you need to get handiwork done around your house! No longer do you need to store large tool kits in your small condo. Our tool kit easily fits in a small drawer and has everything you need to do most household chores. It will save you space, money (why buy 12 separate tools when we have it all in one?) and it is easier to use than standard tools for those lacking handyman skills.
Number 3 – Create a ‘How-To’ booklet or Special Report
Nothing will position you better in the marketplace than educating your customers in areas that will inform them with solutions to problems.
People are looking for solutions, not features. The old adage, when someone goes to a hardware store to buy a drill, they are not really buying a drill, they are buying a solution to create a hole in the wall.
What problems do your customers have that your product/service solves?
Number 4 – Create a ‘6 Questions Test’
Here are two examples:
- ‘Call now to receive your copy of ‘The 12 questions you need to ask before you redecorate your home’ report, valued at $22.95.
- ‘6 questions you need to ask your builder and how Better Builders answers them.’
Number 5 – Establish where and how these tools will fit into your sales process
Look at how to integrate your benefit-rich marketing tools into the sales process.
When do you give a brochure, if at all?
Have you thought of short YouTube videos to educate your customers?
How can your newsletters and Blogs educate your customers and provide them solutions through you?
Does your website drip with benefits or is it a list of features?
Lastly, have someone outside your business look at your marketing collateral to help you distinguish features from benefits.
For most of us in business we tend to think in features versus benefits when it comes to our own business!
Thanks for reading…