That sounds crazy right? No one likes to admit it… but… there it is… What’s in it for me??? Just a month or so ago, I was shopping for a computer. I went to several locations and talked to several people. I noticed the same sales and marketing mistakes at all of the locations. These stores could spout off all of the great features and how one computer was faster than the other, but they didn’t focus on the one thing that mattered to me most: WHAT IT COULD DO FOR ME. Why didn’t they ask me what I was going to be doing with it? Why didn’t they ask me what I wanted to accomplish with it?
Consumers today do not care about features of your product. They care about benefits and how those features make them feel. They care about how the features are going to benefit their lives. Does it make them happier, more productive, sexier etc. Honestly, they only care about themselves!!! Right or Right???
Stop selling features and start selling benefits. To help you get started, here is an example:
Feature: 500 Gig hard drive.
Benefit: With a 500 Gig hard drive you will never lose those family memories of your son playing baseball again. Or with a 500 Gig hard drive you’ll never run out of space for your music or movies.
You want the benefits to paint a picture in the person’s mind about your product. You want them to see themselves using the product and it making their life easier, better, more productive etc. By selling benefits over features you are hitting areas that matter to that individual person… and above all – it connects them on an emotional level with your product or service.
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