It’s a love thing

It’s your business and quite rightly, you love it. You love your products or services, too. This partly explains a very common problem with small business marketing. It’s a mistake that’s a twist on the old benefits and features idea, and even some marketing providers make it.



Allow me to explain.



When you love your business, it feels right to focus on the amazing things your specific product or service does. After all, you put a huge amount of time and effort into building your product or developing your service.



The challenge here, is that those details, points and features are not what convert your prospects into customers. Your prospects are motivated by the value your business, products or services will give them. They’re inspired to buy based on the benefits and amazing value you’re offering them. And you almost certainly already knew that.




You see, whilst every business owner knows that people buy based on benefits, not features, many of them still make the mistake of marketing based on features.




Why?



Because they don’t know they’re doing it!



It’s a ‘love thing’.



They’re so passionate about their product or service that they just have to tell you what it is, how it works and how proud they are of it. For example, they may have spent years of their life and invested a fortune financially, to develop (a training course, software package, consultancy or whatever). They want you to know how clever, amazing or comprehensive it is.




Often, they do that and completely forget to tell you how it will directly benefit you. Or leave it too late to tell you, so you’ve lost interest and moved on.




Take another look at your marketing. And seek out every opportunity to shift the primary focus away from features and onto the benefits of hiring you or buying your product.



By sharing these compelling benefits, so your prospect can clearly see and feel the value you’re offering, you massively increase the likelihood of them buying from you.
It’s a love thing was written by Jim Connolly and originally published on Jim's Marketing Blog