I’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!
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.
- You probably don’t have a marketing or business degree
- You didn’t run a corporate marketing department in a past life
- You probably don’t have a background in marketing and sales
- You more than likely weren’t a salesperson in your past life
But now that you have a business, you are forced to market it. You have to get in front of your audience and be seen. You need consumers to know about your business and want to buy from you. You need to persuade consumers to buy from you and tell their friends about you.
Marketers Selling Marketing
Now that you know you need to market your business, you look online for help. You want to know:
- How do you market your business?
- How can you leverage social media to get new clients?
- How can you make more sales by blogging?
- How do you get more people to your website?
- How do you get people to click the buy button, fill out your contact form, or opt-in?
And you find and endless supply of information — you find the marketers selling marketing. You’re reading, watching videos, and listening to audios about everything you should be doing and why you should be doing it. You’re not really learning how to do anything, you’re getting overwhelmed by all the information, you’re wondering why everyone sounds the same, and why some of the information is conflicting — and you’re not sure which information is right or wrong, now or old, true or false.
Then You Learn About Marketing With Benefits
Then just as you’re at your wit’s end, you come across an awesome expert with a clear article that makes everything seem so much simpler than you thought. You read a few of their blog posts and you start to feel better. (There are actually a lot of great bloggers who don’t just regurgitate content)
You get a few solid nuggets of wisdom you can implement, and you learn all about marketing with benefits not features — that consumers want to know all about how your product, program, or service will help them. They want to know why they should care and what’s in it for them.
So you focus on determining the benefits of what you’re selling. You maybe ask some of your friends or family members, or even ask a few customers or clients. All the while thinking to yourself, this sounded a lot easier than it is. Then you finally have it. You have a list of the benefits of your offer and you show them to a friend of your who is in marketing — and she tells you these aren’t really compelling benefits.
And you’re crushed. Back to the drawing board you go.
One Profound Marketing Question
Then you a blog post like this one, and you learn the one simple, yet profound marketing question that will drastically improve your marketing. The one question that will help you drill down the big, emotional, juicy benefits that will transform your marketing from ho-hum to hooray!
Are you ready? Here’s the question:
- And the result of that is?
That’s it. That’s the question. To create the most effective marketing messages that speak right to the big emotions of your ideal clients, all you need to be able to do is ask and answer this question. The key is to keep asking it until you can’t ask it any more.
Here’s how it works:
- Write down a feature of the product, program, or service you are selling
- Ask, And the result of that is?
- Write down the result of having the feature
- Then ask, And the result of that is?
- Write down the benefits of the result
- Then ask, And the result of that is?
- Write down the added benefit
- Keep asking, And the result of that is? until you have no answers left to give
- Use the big emotional benefits in your marketing
Here’s an example:
- Feature: Simple healthy recipes
- And the result of that is? Cook at home more
- And the result of that is? Eat better and family would be healthier
- And the result of that is? Kids would learn to make healthy choices
- And the result of that is? Lose weight and feel better
- And the result of that is? Have more energy
- And the result of that is? Get out of the house more with family
- And the result of that is? More time having fun with family
- And the result of that is? Create more memories
Do you see how simple it was to go from a boring feature to more emotional benefits?
Where it gets even more interesting is when you go through this process with your ideal clients and get them to answer the question And the result of that is? — they will tell you exactly what the big benefits are naturally!
With this one simple, profound question, you can easily and quickly improve your marketing messages and create powerful calls to action that convert.
Try it, and let me know what you think!