“What’s in it for me” is what your customer thinks every time they look at a piece of marketing you send to them, wanting them to come and spend money.
But if there isn’t anything in it for them, they won’t take any action.
If your prospects say “I don’t care”, “that doesn’t help me”, “I don’t want/need that” when they are seeing your campaign… what you are offering isn’t relevant enough.
Irrelevant marketing = your wasted time and money.
Customers don’t care about what your business’s products and services can do… they care about what it can do FOR THEM. What is the benefit to them?
So often Business Owners talk about the FEATURES of their business, not their benefits, and that’s what will lure your customers – the BENEFITS.
A benefit answers the question “So What?”
So what? How does that benefit me?
Once you can answer the question “so what”, then you’ve identified a benefit. Here’s an example to show this marketer’s trick:
Feature: Farm-to-Table Menu
Benefit: Taste the difference in every bite with locally sourced, seasonal ingredients that are fresher and more flavorful.
Feature: State-of-the-Art Equipment
Benefit: Our auto shop is equipped with the latest technology, ensuring that your vehicle is serviced using the most advanced and efficient methods available.
Feature: Knowledgeable staff who are outdoor enthusiasts themselves.
Benefit: You can get expert advice and recommendations from people who share your passion.
Why Benefits Matter
So why should you focus on benefits when creating your marketing materials? There are several reasons:
- Benefits are what customers care about: While features may be
important to you as the Business Owner, the truth is that most
customers aren’t as interested in the specifics of how your product or
service works. They want to know what it can do for them.
- Benefits help you stand out: When you focus on benefits rather than features, you can differentiate yourself from your competitors. After all, your features might be similar to those of other businesses in your industry, but your benefits can be unique.
- Benefits are more memorable: People are more likely to remember how your product or service can benefit them than the specific features it offers. By highlighting the benefits, you’ll make a stronger impression on potential customers.
- Benefits Drive Sales: By focusing on the benefits of your features, you can better communicate your value to customers and ultimately drive more sales.
Tips For Using Benefits In Your Marketing
Now that you understand the importance of benefits, how can you incorporate them into your marketing? Here are a few tips:
- Know your audience: To effectively communicate the benefits of your product or service, you need to understand who your target audience is and what they care about. What problems do they need to solve? What goals do they have? Once you know this, you can tailor your messaging to speak directly to them.
- Use customer stories: One of the most effective ways to demonstrate the benefits of your business is to share real-life stories of how you’ve helped customers. For example, you could create case studies or customer testimonials that highlight the specific benefits they’ve experienced.
- Focus on outcomes: When describing the benefits of your product or service, use language that emphasizes the outcomes that customers can expect. For example, instead of saying that your running shoes have good arch support, you could say that they’ll help runners avoid foot pain.
- Lead With A Lure: Once you have identified the benefits that are most valuable to your audience, use them to craft your offers and as your headlines and email subject lines. When you use it in your headlines and subject lines it immediately tells the reader that you are speaking to them and have what they want, making them more likely to keep reading and respond.
Give Them What The Want
When it comes to marketing your small business, it can be tempting to focus on the features of your products or services. After all, you’ve likely spent a lot of time and effort developing and refining them, and you’re proud of what you’ve accomplished.
However, if you want to truly connect with your audience and persuade them to choose your business over the competition, it’s important to give them what they want by focusing on the benefits of what you’re offering, rather than just the features.
If you are looking for an automated program of proven promotions you can use to lure your customers back again and again – and a program that uses ALL of the marketing media available to you in one comprehensive solution – book a call with one of our Program Directors to see how Royalty Rewards® can grow your sales and profits.
