Here is a little secret about marketing:
People do not really care about what you sell.
They do not care about your services. They do not care about your products. They do not care about your job title…..
The only thing they really care about is what you can do for them.
The reality is: people buy your services or products – not because they want the product / service, but because they want the benefits or end results of what your services and products can do for them.
Let’s look at a few quick examples:
- People do not buy a hammer because they want a hammer; they buy a hammer because they want to make furniture.
The same goes for the following:
- People do not want a drill; they buy a drill because they want a hole in the wall to hang a picture.
- People do not want a plane ticket; they buy a plane ticket because they want to get to their destination quickly to enjoy a relaxing holiday.
- People do not want coaching; they want a more effective and profitable business or a happier life.
- People do not want admin support; they really want more time to focus on the things that really matter in their business.
Thus, your services or products are just “the means to an end”. It is the vehicle that will get your clients to what they really want.
When you understand this concept, it can change your marketing forever.
When preparing your marketing, it is important to focus your message on the REAL benefits or end result that your clients will experience. (A real benefit is what the client will gain by working with you or using your products.)
This Concept in Practice
Here is an example (that I could relate to 🙂 ) of how a company implemented this exact concept into their marketing. Please note, that I’m not a big fan of infomercials, as I don’t think their products particularly work. But we can learn a lot from infomercials when it comes to developing a marketing message. This example shows how they’ve created a marketing message that focuses on the benefits of using their product.
While you watch this video, see if you can
- Recognize the problem and the desired end result
- Identify all the benefits they mention
- Notice the before and after state
From the video the obvious problem is a partner that is snoring and the wife getting frustrated because she cannot sleep. So the desired end result is for him to stop snoring and for her to get a good night’s sleep again.
The company developed a marketing message to provide the solution, and they focus throughout the commercial on the benefits of their product in giving the women the end result she wants.
- They first address the major objections and tell the couple this product is comfortable and easy to use and gives instant results (which by the way are also benefits).
- They highlight the fact that the product was cleared by the FDA and designed by dentists (some features of the product) so that it is safe to use and effective (benefits).
- In the end, they stress, you’ll wake up feeling rested and refreshed and on top of it you’ll be in each other’s arms again (end result / benefits).
From start to end their marketing message focuses on the end results and they weave all the benefits of their product into this message….and if you have a partner that snores, you might be interested in this.
So, what I want you to take away from this article is this:
To get more clients, your marketing message should be loaded with benefits and focus on the end result of what your clients get when they work with you.
Here’s a take away assignment:
- Extract all the benefits from your services and products
- String these benefits together in a powerful message that will address the needs of your target audience
- Convey the ultimate END results of what your clients will get when they work with you or buy your products.
Constructing a marketing message this way will result in clients taking notice and then eagerly raise their hands to start working with you.
To Your Success
