One Profound Question That Can Drastically Improve Your Marketing

May 1, 2013 | By | 8 Comments

Improve Your Benefits-Based Marketing With This One QuestionI’ll bet you started your business to follow a passion, to do something you love, or to create your own future.

And yet, marketing is what you find yourself wrapped up in all the time.

After all, you need leads, clients, and customers, and no one can hire you, buy from you, or learn from you if they don’t know that you exist!

Why Marketing Is So Hard

You’re good at what you do. You know it. In fact, you’re brilliant at what you do. But unfortunately, for most of us marketing isn’t what you do best.

Learn the one question that will make marketing with benefits easy

Filed Under: Business & Entrepreneurship, Copywriting & Communication, Marketing Tips & Marketing Strategy | Tagged With: , , , , ,

Bait the Hook: Market with Benefits, not Features

February 10, 2012 | By | 8 Comments

Bait the Hook - Market with Benefits not FeaturesIf you’ve ever been shopping for higher-end technology, you’ll resonate with the marketing ideas I’m going to share with you today, because part of shopping for technology involves reading about features, and today we’re going to learn why marketing with features isn’t enough to capture your customers.

To begin to understand what I’m talking about, just read (or try to read) this list of features posted on Amazon for a Nikon digital camera:

  • 14.1-megapixel CCD sensor for superb image quality
  • 21x Wide-Angle Optical Zoom-NIKKOR Glass Lens
  • 5-way VR Image Stabilization System
  • EXPEED C2 for enhanced image quality and processing speed
  • 3-inch Ultra-High Resolution (921,000-dot) Clear Color Display

Now, if you’re NOT a photographer versed in digital photography, the features listed above aren’t going to tell you much. But if you’re a savvy shopper, you would be asking, “Well, just what IS a 5-Way VR Image Stabilization System, and how can it help me?”

In other words, reading a list of features can only take you so far. What you really want to know are the benefits. Now, sure, a few of the items above state that with the given feature, “image quality” will improve, but none of them says exactly how or why.

And that’s exactly the problem with marketing with features instead of benefits.

Learn About Marketing With Benefits Instead of Features

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How to Market with Benefits Instead of Features

June 21, 2010 | By | Leave a Comment

Steps to Marketing with Benefits and not FeaturesAdd This Step To Your Marketing Process and See An Immediate Increase in Results

In my last two blog posts on this topic, I talked about Marketing Features vs. Benefits for Small Business and Whether Your Marketing Should Get an F Grade.

Today I’m going to show you the exercise I use to quickly get past the features of your offer, and get right to the benefits and results.

For each product, service, or program we offer at Bourn Creative, I first make a list outlining all of the features for the item. I then give each feature a main benefit.

After I have the features and benefits written out, I add the result the client or customer will feel or experience after using the product or working with us. [Read more...]

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Marketing Features vs. Benefits for Small Business

June 18, 2010 | By | Leave a Comment

Marketing with Features gets a Marketing Grade of FIf you are marketing with features, facts, and figures, you get an “F” and your sales probably reflect that. If you are marketing with benefits, results, and stories, you get a “B” and are probably doing fairly well.

But, if you are marketing with benefits, results, and stories, and you bring your audience to that do anything, pay anything point, you get an “A+” and you’re probably nodding your head because your sales reflect that and you’re kicking butt.

Let’s talk about the marketing debate Features vs. Benefits.

[Read more...]

Filed Under: Client Attraction, Copywriting & Communication, Marketing Tips & Marketing Strategy | Tagged With: , , , , ,