7 Key Tactics for Constructing a Business Focused on Benefits

Understanding the Difference Between Features and Benefits

The first step is to understand the distinction between features and benefits. Consider two nearly identical grey skirts. One of them has two pockets - a feature. This feature transforms into a benefit when we consider the advantages the wearer gains from choosing the skirt with pockets. For instance, Shari, by wearing the pocketed skirt, can enjoy several benefits:

• Efficient Team Player: She can carry post-it notes and pencils for quick note-taking as she meets colleagues on her way to meetings.
• Joyful Parent: She can surprise her daughter with a treat at the end of the day.
• Surprising Partner: She can tuck her bonus check into her pocket and surprise her partner with an unexpected windfall.
• Comfort and Convenience: On cold days, she can tuck her hands into her pockets as she moves quickly from her car to her office.

Identifying Features and Corresponding Benefits

Next, list all the features of your product or service. For instance, if you offer Search Engine Placement services, one feature could be maximizing the use of keywords on your client's website. Then, create a parallel list of all the benefits derived from these features. In this case, the benefit of maximizing keywords would be increased wealth and prosperity through higher rankings on major search engines.

Understanding Your Target Market's Needs

It's crucial to identify the benefits that truly matter to your target market. You might assume that a certain benefit is paramount, but your clients or potential clients might think otherwise. Don't ignore the reality - ask questions, adjust, tweak, and repeat. Marketing and attraction are not exact sciences, so enjoy the process!

Creating Vivid Descriptions of Benefits

Craft carefully worded descriptions of the benefits your product or service offers. Statements that evoke emotional responses will give you the most value. Just like the pocketed skirt example, paint a vivid picture that resonates with your audience.

Implementing a Benefit-Based Marketing Strategy

Develop a marketing and sales strategy centered on the benefits you've identified. Pay special attention to those benefits that significantly influence purchasing decisions. As you discover what works best for you and your target market, continue to experiment with different techniques and strategies.

Celebrating Success

Building a business based on benefits will undoubtedly increase your bottom line. It requires creativity and flair, but the rewards are worth it. You can choose to be a robot, or you can choose to prosper by using your mind and creating beyond your wildest dreams.

Forbes and Entrepreneur are excellent resources for more insights on building a successful business.