3x odds of success by being OVERT about Benefit
Customers have little time to compare, contrast, and consider your product or service offerings. The never-ending flood of voice mail, email, and junk mail has caused customers to develop a protective barrier against new marketing messages.
To break through the barrier, you need to be OVERT about the customer benefit you offer. The classic mistake that managers make is to communicate the FEATURES of their offering instead of the BENEFITS.
They make the ASSUMPTION that customers will be able to translate your feature to their benefit.
Features are the facts, the components, the technologies of your offering. Benefits are what the features will do for the customer. Benefits are what the customer will receive, experience, and enjoy as a result of the features.
When you communicate an Overt Benefit instead of features, you increase your odds of success by 290 percent.
Research shows that the more work required of your customers to translate your “features” into “benefits,” the less likely they are to notice, consider, and purchase what you have to offer.
Benefits answer the customer question ”Why should I care?”
Filed under: Science of Sales & Marketing