Think quick. In 10 seconds, can you list the 5 key benefits you offer your customers?
I bet you said Yes. But are you sure you listed benefits? If youll bear with me for another 10 seconds, Id like to test out a theory on you.
Recap your answers maybe even write them down. Now list the 5 main things your business does. In other words, what are your 5 core services? What are the 5 core features of your product?
If your first list looks anything like your second, chances are youre mistaking features for benefits. As a result, its likely that your marketing materials arent engaging your customer. Customers dont want to know what you can do. They want to know what you can do FOR THEM.
Dont talk features talk benefits.
Dont be alarmed. Youre not alone. Most business owners and marketing managers are so close to their product or service that they have a lot of trouble distinguishing benefits from the features of their offering. Ask a web host what are the benefits of your service?, and youll likely hear something along the lines of, we offer load-balanced server clusters. But thats not a benefit thats what they do. The benefit is superior...
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