Engage Your Customer Write About Benefits

Engage Your Customer Write About Benefits



Engage Your Customer – Write About Benefits
Think quick .​
In 10 seconds, can you list the 5 key benefits you offer your customers?
I bet you said Yes .​
But are you sure you listed benefits? If you’ll bear with me for another 10 seconds, I’d like to​ test out a​ theory on you .​
Recap your answers – maybe even write them down .​
Now list the 5 main things your business does .​
In other words, what are your 5 core services? What are the 5 core features of​ your product?
If your first list looks anything like your second, chances are you’re mistaking features for benefits .​
As a​ result, it’s likely that your marketing materials aren’t engaging your customer .​
Customers don’t want to​ know what you can do .​
They want to​ know what you can do FOR THEM .​
Don’t talk features – talk benefits .​
Don’t be alarmed .​
You’re not alone .​
Most business owners and marketing managers are so close to​ their product or​ service that they have a​ lot of​ trouble distinguishing benefits from the features of​ their offering .​
Ask a​ web host what are the benefits of​ your service?, and you’ll likely hear something along the lines of, we offer load-balanced server clusters .​
But that’s not a​ benefit… that’s what they do .​
The benefit is​ superior uptime and performance .​
In fact, so many people think features instead of​ benefits that it​ can work in​ your favour – to​ dramatic effect .​
If you can accurately identify your benefits, and convey those benefits to​ your market, you’ll be light-years ahead of​ most of​ your competition .​
You’ll be converting leads into sales while they’re still bogged down trying to​ promote features .​
So if​ you’ve ever sat down to​ write a​ sales letter and wondered how you’re going to​ grab your reader’s attention, or​ you’ve ever gone ‘round in​ circles writing draft after draft of​ web copy without ever hitting the mark, now you know where you were going wrong .​
The only question remaining is, how do you do it​ right? Advertising copywriters and website copywriters do it​ all the time – and most of​ the time, they do it​ with benefits .​
Benefits are the copywriter’s holy grail .​
But if​ you’re not a​ seasoned copywriter, how do you identify the benefits you offer your customers?
There are any number of​ ways to​ identify the benefits you offer .​
This article discusses just three:
1) Customer Research
2) Speak to​ Your Sales Team
3) Make it​ Easy for Your Customer to​ Get Buy-In
The method you choose depends on your time constraints, budget, and level of​ customer interaction.
1) Customer Research
The most obvious way to​ identify benefits is​ to​ ask your existing customers .​
They’re spending a​ lot of​ money on your offering, so you can be sure they know what benefit they’re getting from it .​
(In many cases, it​ can be handy to​ ask them what benefits they’d like to​ be getting from you too!) Unfortunately, like everyone else, your customers are busy people .​
In most cases, you won’t get useful feedback by simply sending an​ email enquiry .​
You have to​ make it​ easy for them to​ respond, and you have to​ make it​ worth their while .​
Think about questionnaires and surveys for quantitative data, and interviews and focus groups for qualitative data .​
These are the simplest techniques, but you still have to​ make sure you interpret the results appropriately .​
And always remember that they’re self-report methods .​
People will sometimes tell you what they think you want to​ hear .​
(That’s also why you have to​ word your questions very carefully – try not to​ ask leading questions.) Of course, there are plenty of​ other research techniques around .​
Do a​ bit of​ homework and find the methods which best suit your business requirements .​
But don’t get carried away by the possibilities .​
All the research data in​ the world is​ pointless if​ you’re not talking the language of​ your customer.
2) Speak to​ Your Sales Team
Sadly, not every business can afford to​ invest in​ market research .​
If your budget doesn’t stretch far enough, try talking to​ your sales people .​
They’re out in​ the field every day, talking to​ customers .​
And because their livelihood depends on their success in​ engaging customers, chances are they’ll be able to​ tell you what your customers want to​ know .​
(A word of​ warning, though… Be careful not to​ make lofty promises .​
Unlike your sales team, written collateral doesn’t generate a​ rapport with your customers .​
Customers won’t make as​ many allowances, so you can only stretch the truth so far in​ writing before your credibility suffers .​
What’s more, if​ you do push the boundaries, you’re more likely to​ be held to​ your word!)
3) Make it​ Easy for Your Customer to​ Get Buy-In
If you don’t have the budget for in-depth customer research, and you don’t have a​ sales team, a​ good tip is​ to​ imagine how your customer gets buy-in from their boss .​
Quite often, the decision maker is​ someone higher up the food chain than your direct audience .​
Your audience will probably be the key stakeholder – they’ll be the user of​ your product, or​ the recipient of​ your service .​
But when they find an​ offering they like, there’s a​ good chance they’ll have to​ sell it​ to​ someone further up the line .​
If you can make this sale easier, you’ll have a​ foot in​ the door .​
Don’t just appeal to​ the sensibilities of​ the direct audience .​
You also need to​ ask yourself what they need to​ know to​ convince the decision maker .​
If the decision maker is​ a​ CFO, think Return on Investment (ROI) and Total Cost of​ Ownership (TCO) .​
If the decision maker is​ a​ CIO or​ MIS, think performance, technological sustainability, availability, manageability, and ease of​ integration .​
If the decision maker is​ a​ CEO, think liability, risk management, and ROI .​
And only use jargon to​ prove you know your stuff .​
Remember… jargon will probably have the ultimate decision maker scratching their head, not reaching for their cheque book .​
There are many many more ways to​ identify benefits .​
This is​ just a​ very superficial snapshot of​ some techniques you might like to​ try .​
At the very least they’ll get you thinking benefits.
In the end, the message is​ simple .​
Forget all the fancy talk about complicated revolutionary marketing principles .​
Forget new-age hard-sell advertising quick-fixes .​
Forget looking to​ so-called experts for solutions .​
Just think benefits .​
And if​ you can accurately do that, the rest is​ just mechanics .​
Once you know what you want to​ write about, you just need to​ put pen to​ paper .​
And that’s a​ whole ‘nother story!
Happy writing!




You Might Also Like:




No comments:

Powered by Blogger.