A Step-by-Step Process to Finding Benefits in Your Features….Here’s What You Need To Know
As a brand or business, no one wants to hear about you or your product, especially when you’re trying to sell it to them.
[tweet_box design=”default”]Buyers only want to hear about what’s in it for them when it comes to marketing. They want to know what value you bring to their lives over everyone else, but frankly, explaining this isn’t really something that comes naturally to every marketer.[/tweet_box]
Step 1: Make a list of all the features
Step 2: Examine what each feature actually does
Step 3: Connect these features to the real desires and goals of your persona
- How do your features relate to your persona’s pain points and goals?
- If your brand already has customers, take a look at actual reviews, comments, emails, and any other user-generated feedback that you’ve received regarding each feature.
- What are your customers saying they love about your product? How are they actually using it? What do they still desire?
Step 4: Ask yourself, “How does this feature connect with my persona emotionally?”
Overall, the description of your benefits should highlight your persona’s desired outcome.
- Saving time
- Saving money
- Accomplishing goals (increasing conversions, losing weight, etc.)
- Overcoming fears (starting a business, talking to strangers, etc.)
- Solving problems
- Making a task easier
Whether we like it or not, there is always an emotional response when spending money.
The average consumer attention span is more limited than ever. You have to lead with something truly enticing to hook people into reading your pitch, and the easiest way to do this is to strike an emotional chord.
If you can make people feel something for your brand, you will be well on your way to not only to a new customer but to a loyal evangelist.
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To Your Success,