A to Z of Marketing - B: Benefits
If A is for "Ask," then undoubtedly B is for "Benefits."
Understanding and articulating the benefit (or benefits) that your product or service provides for your customer are essential to successful marketing. This often requires a hearty measure of analysis and immersion. Put yourself in the customer's shoes: how will this benefit me?
Ninety-percent of what I see is clumsy, wordy marketing communications filled with these three losing propositions:
1- discussion of features (too vaugue, too much jargon, unclear)
2- unsubstantiated claims (oh yeah ... how so? prove it!)
3- qualifiers, weasel words and half-claims (may provide, may improve, works better than)
Avoid the aforementioned marketing pitfalls. Instead, focus your thinking, your copy and your overall presentation on the deep-rooted benefits. Will this product or service ...
- Save me time?
- Save me money?
- Make me healthier?
- Cause me to become more well-liked by my family and friends?
For more on benefits - check out this post from our archives (one of the most popular of all time)