Today we’re going to talk a little bit about marketing your business. Have you ever noticed when you go to other people’s websites, all they do is talk about themselves? It’s all “we do this”, “we do that”. “These are our features, aren’t we pretty?” “Don’t you want to buy us because we’re so awesome?” Blah blah blah.
Yeah, I get sick of it too. Hopefully you’re not making this mistake on your website. But if you’re one of the guilty ones, it’s okay. That’s what I’m here for – to help you make things better.
Customers don’t care so much what you’re selling. They only care about what’s in it for THEM.
They want to know WHY your service or product should be important for THEM. They want to know HOW it’s going to make their lives better or easier. They want to know WHAT about your product or service is going to enhance their lives.
There’s a word for all of this you should become very familiar with – it’s called BENEFITS.
In any type of marketing strategy you have, your focus should ALWAYS be on the benefits to the people you are targeting your service or product to. They only care about your features if they know it’s going to have a positive effect on their lives.
Those benefits could be:
Emotional
Physical
Conscious
Sub-conscious
If your product or service can make a person feel better, prettier, thinner, or confident; if it helps make their lives easier, more organized, more productive – they’re going to want it.
When deciding how you want to market yourself, list all the features of your product or service. Then next to those features write down every single benefit you can think of. Don’t just stop at one benefit – take it to the next level until you can’t go any further.
For example:
Feature for make-up powder: Will give even coverage to your skin
Benefits: Will cover all the lines on my face => Will make my face look younger => Will help me compete next to the younger girls when trying to meet a man => Will help me not look like a old cow => Will help me get that hot date with Ted on Friday => Will help me get lucky on Friday night because I’ll be looking fantastic!
Okay, so you get the idea. Try to think of all the reasons why people buy things and then take it to the nth degree. Then create your marketing concepts out of those wants/needs/desires you know they’ll have. Once you make those connections, you’re making it that much easier for people to buy from you and not someone else.
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