In Marketing You Need To Focus On The Benefits

In Marketing You Need To Focus On The Benefits



In Marketing you​ Need to​ Focus on​ the​ Benefits
In this marketing article I​ discuss the​ most important element of​ marketing - turning features into powerful benefits .​
If you​ want to​ increase sales,​ you​ must focus on​ the​ benefits of​ your product or​ service,​ not the​ features.
So what is​ a​ benefit compared to​ a​ feature?
A benefit explains how a​ product or​ service will help a​ person .​
If I​ buy this product,​ how will it​ make my life better? Will it​ save me money? Will it​ make me feel better about myself? Will it​ make my life easier? Benefits are very powerful sales tools because people buy products and services for an​ end result.
A feature explains a​ fact about what a​ product does such as​ a​ specification .​
For example,​ the​ new ZMX car has anti-lock brakes .​
That is​ a​ fact about the​ car - it​ has anti-lock brakes .​
The problem with only listing a​ feature is​ that a​ feature does not explain why it​ is​ helpful - how it​ benefits a​ person .​
Why would you​ want a​ car with anti-lock brakes? the​ answer to​ that question is​ the​ benefit .​
Anti-lock brakes are much safer because they keep your tires from locking up and skidding so you​ do not lose control of​ your car .​
Therefore,​ if​ you​ drive a​ car that has anti-lock brakes,​ you​ are less likely to​ be in​ an​ accident .​
The benefit is​ the​ positive end result .​
In your marketing,​ it​ is​ that positive end result that you​ want to​ focus on.
Here is​ another example .​
XYZ Car Company has developed a​ new car that gets 100 miles per gallon .​
The feature is​ that the​ car gets 100 miles per gallon .​
But what is​ the​ benefit? Why would a​ person want a​ car that gets 100 miles per gallon? the​ benefit is​ that you​ will save a​ fortune on​ buying fuel.
If you​ want to​ improve your marketing and increase sales,​ you​ absolutely must focus on​ the​ benefits of​ your product or​ service .​
Whenever you​ say what your product does (a feature),​ ask yourself,​ how will that feature help my customer? What is​ the​ benefit of​ that feature?




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