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Article Directory :: Business - General Articles
Your marketing must answer the question of "What's in it for me?" for your prospects and customers. The fastest way to do this is by showing you understand what they need (their problem) and that you have the answer (solution) for them.
Remember that people don't buy things - they buy solutions to problems. They also buy the benefits: the emotional payoffs your solution (services and products) provide.
In order to determine exactly what your solution and benefits are, you can use some of these "investigative" techniques:
* take out some clients (or have a phone call) and ask them what they perceive the main solution and benefits of your service and products to be
* do research on what solutions and benefits your competitors are offering and talking about
* think about your product or service as if you'd never seen it, and then ask yourself what results will it bring you, and why would you consider buying it or switching to it
* put together a list of solutions and benefits and run it by a few people (customers, vendors, strategic partners) to see which ones spark their interest
Another way to think about the solutions and benefits you offer your prospects and clients is to think about what you are really selling.
For example, printers don't just sell ink on paper; they sell communication and expression. Eyeglass stores don't sell frames and glass; they sell vision and fashion. Chiropractors don't just sell relief from pain; they sell health, well-being and physical control.
Tie into emotions
Benefits are usually closely tied into emotions - how the client or customer is going to feel after they use your product and service.
Let's look at an example:
Say you are a financial planner who focuses on working with new parents to invest money for their infant's future college needs. You might say that their problem is not having enough money right now to pay for their child's education. They feel worried and scared that they won't have enough, confused about how to make the right investment choice, and committed to sending their child to a good school.
Your solution is that they will create a secure financial future for their child. With your planning services, the benefits are that they will feel more in control, confident and secure - in addition to proactively saving money.
Here's a second example using professional organizers:
Most of their potential clients share many similar feelings, regardless of what their specific problem is (i.e. messy office, not paying bills because they can't find them, cluttered garage). The emotional outcomes resulting from their problems are pretty much the same: stress, anxiety, feeling out of control, unhappy, inefficient, feeling bad about themselves, ineffectual and so on.
So the solution may be to set up an electronic and hard copy filing system. The benefits to the customer are not only a usable, efficient filing system but also:
* less stress and anxiety
* feel happy they can find things quickly and easily
* feel confident they won't lose paperwork anymore
* will feel in control of their time and their space
You don't ever want to leave your potential customers to work out the benefits of buying your products or service for themselves. Make sure you take the time to get clear on what your primary solution and benefits are.
Jody Gabourie, The Small Business Marketing Coach, teaches simple, innovative and powerful marketing strategies to help business owners find and keep their most profitable clients. To learn more about how she can help you take your business to the next level, and to sign up for her FREE special report, ezine and articles, visit her site at http://www.JodyGabourieMarketingCoach.com
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