Monday Marketing Tip: People buy benefits, not features

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Your customers don’t buy shampoo; they buy clean and manageable hair. My clients don’t by a custom blog design, they buy higher profits and better branding. It’s simple; people hire you because of what you can do for them, not what you do. This might sound a bit confusing, but if you stand back for a minute and really think about it, it’s true. You don’t go to the store and buy toothpaste; you buy clean teeth and fresh breath. This holds true in any business online or offline.

If you’re freelancing full time, or you run your own small business, remembering this and building your marketing around it can really make or break your campaign. Focusing on the nuts and bolts of what your company does rather then what the end result is for the customer will not only hurt your sales, but your branding will suffer as well. For the average Search Engine Optimization company, their central focus is “your website will be #1 in Google for *this keyword*” yet if they were to stop proclaiming this and explain the 20-30 steps they take in order to make your website #1 for a specific keyword, they would surely lose clients and drive away any potential clients who are looking for the benefit, not the feature. Always remember that your clients hire you because of what you can give them and not necessarily what it takes you to get to that point, so exploit it for all its worth and make sure that is what you talk about in your marketing and copywriting.

Your software could have 300 cool features built in, and all kinds of extra additions that can be customized to the clients requests, but in the end, if your software doesn’t benefit your customer, or if the customer doesn’t know what it can do to benefit them, you’re losing out on that sale. Fluff is overrated.

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