Focus on Benefits and the Features Take Care of Themselves
Having good features associated with your product or service is great however, benefits are what customers buy. Most business people agree that being benefits focused is the key to marketing however it can be difficult not to slip into a features focus.
These days, consumers can very quickly research a product or service online before making a purchase. In an attempt to feed this hunger for information we can sometimes overwhelm our prospects with features, forgetting the real benefits.
Benefits help you stand out from competitors
The benefits of your product or service may also be your point of difference in the marketplace. They can help define you, making you stand out from the competition. If you don’t stand out from your competitors you compete on price alone.
Benefits attract the right customers
Good benefits statements helps you attract ‘qualified customers’ interested in your product or service. More ‘qualified customers’ means less time wasted and higher profits.
It goes a step further than that too. When a customer is satisfied they are more likely to refer your business to other people because they are confident you will provide a product or service they are happy with.
Benefits create customer loyalty
Customers always search for the best solutions at a fair price. If they are constantly satisfied with the product or service then loyalty will build; even if a minor problem occurs they are more likely to continue with your company.
