Do you know the biggest mistake most businesses make in their marketing?
It’s one of the most basic marketing fundamentals.
You’ve probably even heard it before…
But if you’re like most businesses, you’re not using it as often as you should.
What I’m talking about is focusing on the benefits your product or service offers to your customers and clients.
By changing just a few words in your blog posts and ads, you can instantly improve the response to your ads or boost your readership in a flash.
Most web sites spend their time talking only about themselves, their products and/or services and their accomplishments. How many times have you seen the phrase “#1 Chevy Dealer in California” or how about this one,”At TimmyTom Motors we offer the best customer service in the area, Hands Down!”?
Sure, some of these claims might add to your credibility, especially if you’ve got testimonials to back them up. But here’s the problem…
Nobody cares about you and your business…
Customers want you to answer one simple question:
What’s in it for me?
And we do this by communicating the benefits of your product or service in a way that resonates with their own selfish desires.
Here’s an example:
See how the focus of this web page is the company, their name, address, and phone number are about as far as it goes and it doesn’t say anything about what the customers are actually buying.
Ok, now let’s rewrite the page to include benefits and features.
- Keep your children’s skin safe from damaging UV rays
- Instantly increase the resale value of your vehicle with Professional Window Tinting.
- Drop your car off in the morning and pick it up at night with same day service.
- Keep your vehicle cool (even in the hot summer months) with our Heat-Reflecting Technology
- Protect your interior and slow down the wear and tear on your dashboard.
See how there’s an emotional component to each bullet?
This changes the entire conversation.
When a person reads this ad it’s no longer about the actual services their paying for — it’s about protecting their kids, making more money when they sell their car and avoiding the scorching hot leather when the car has been in the sun all day.
If you can identify the hopes, dreams and desires of your customers and the real reasons why they buy what you’re selling and inject it into all your marketing, your
Here’s 3 things I want you to do next…
- Email 3 of your best customers and ask them why they made their last purchase.
- Write down the top 5 benefits your customers get out of your product or service.
- Share your top 5 benefits in the comments or email me them here.
