The mantra "Attract new customers and clients based on benefits, not features!" is a common refrain among both seasoned and novice entrepreneurs. For those just starting their entrepreneurial journey, distinguishing between the two can be a daunting task. However, with a few straightforward strategies, you can smoothly transition from a feature-centric approach to a benefit-centric one. This shift will not only boost your profits but also enhance your and your clients' satisfaction.
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:
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.
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!
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.
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.
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.
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