Sorry to be the bearer of bad news, but potential clients don’t care about you. Any dedicated business owner would like to believe those customers care about the 3 generations of families that have been running the company, or the oodles of awards their products have won. Regrettably, your potential spenders are busy and only want to know one question - “What’s in it for me?”
The key is to only showcase your true benefits and separate these from features. You may think that your features, in some way, shape or form, benefit potential buyers but they don’t. Below shows an example of features vs. benefits.
Feature: In Business for Over 50 Years/Benefit: Reliable
Feature: Awarded the ____ 3 Years in a Row/Benefit: No hassle
Feature: State-of-art-Facility/Benefit: Organized
Feature: Nationwide/Benefit: Easy Access
Corresponding benefit to being in business since 1959 is reliability. If a prospect knows you've been around that long, there is a good chance you'll be around when they need you. Another way to think about the benefits you offer your prospects and customers is to think about what you are really selling. Eye doctors don't sell eyeglasses and contacts; they sell vision. Salons don’t sell hair and skin care products; they sell beauty.
Determine your features and benefits and grow your business in any economy. Get started now at http://www.boostyourbottomline.com/fast_track/
© 2009 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE or BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires™ Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com
Tuesday, July 21, 2009
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