When looking to market our product to the public and get it some exposure, many of us fall into similar traps.
I’m not talking about the traps that hold you back like lack of funding, or lack of marketing knowledge, but the type of marketing that gets the wrong message out.
When marketing your product the a specific niche, it is very tempting to list feature after feature in your advertising. And to some people, including you, seeing all those features may be pretty cool. But it’s not what they are looking for. People don’t really care about all the things you did to amp up your product and all the little useless features.
They want to know how it can benefit them. They want to know what solution it will solve in their lives.
If you have ever been in business or marketing, chances are you have made the mistake of listing off too many features and not enough benefits. It’s an easy thing to do, because chances are you pretty involved with the product, emotionally, and you know the product inside and out.
All those little features mean a lot to you. They all represent the extra work you put in to make your product extra special.
But customers are not emotionally involved with your product. So you cannot assume that all the little features are going to mean a lot to them too.
Sure, maybe they will enjoy the extra features, but if your going to spend time and money marketing features, make sure you put the main emphasis on the benefit that feature will provide right after. The benefit has to be the main part of the message.
The Super Sexy Vacuum
Say you are selling a vacuum, and the vacuum doubles up as a mop because it squirts water up and has mop features on the bottom that come out on the push of a button.
Those are pretty cool features, and you want to make sure that customers realize the product has both features.
But you should spend less time talking about how cool the features and “why this is so revolutionary because it the first time something this has been done!” and spend more time highlighting the benefits that owning this combo machine will provide.
What kinda money is it going to save them?
What kind of time will it save them?
Will it make the floor cleaner much quicker?
How is it going to make there lives better and more stress free?
Find a way to paint a happy image in your customers head through your marketing message. Get into their heads and tell them how by having your product, that nagging problem they’ve been dealing with for years is going to be completely solved.
Tell them how your product will benefit them.
Don’t be afraid to go above in beyond when your painting the image in their head, but never lie or make it sound better than it is.
Ideally, you want to think of your company as a place that sells solutions, not products. I learned this from and an interview I did with an entrepreneur named Dave Rekart, who told me the reason his company has survived when so many others in his industry have gone out of business, is because he has focused their efforts on providing consistent solutions, instead of just products. You may have to adjust over the years, but always be in tune with what your customer needs and how you can constantly be providing the solutions they need.
Then highlight the benefits when crafting your marketing message, and when working on all your advertisements.
If you have a product or service, think about what it does for people. After using your product, how are those lives different and why was their money well spent? That is the benefit. Write it down, and start thinking of that as the function of your business.
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