How To Use
“The Big Benefit” To Increase Your Sales and Profits
By
Bob Leduc
People
buy products or services from you because they expect to gain a
benefit. The benefit is more valuable to them than the money
they spend to get it. You can use that benefit three different ways
to increase the results produced by your marketing efforts.
1.
Immediately state the benefit to draw the prospect into your
promotional message.
2.
Dramatize the feeling of enjoying the benefit to intensify your
prospect's interest.
3.
Stimulate your prospect to start enjoying the benefit NOW by
taking immediate action to get it.
Apply
all three of these when you develop any promotional material --
including the content of your website.
1.
State The Benefit Immediately
...to draw
the prospect into your promotional message. State the benefit in
the headline of your ad, the first sentence of your sales letter
or in a title at the top of your web page. Use it as the opening
of your audio or audio-video promotions. It immediately captures
your prospect's attention and provides a compelling reason to
continue reading or listening.
For
example, I recently saw this headline at the top of a web page:
"Increase Your Online Profits 40% Now". The website
offered businesses the service of accepting credit card payments
online.
2.
Dramatize The Feeling Of Enjoying The Benefit
...to
intensify your prospect's interest. Use a word picture to help
your prospect visualize the feeling of enjoying the benefit you
offer. Here are 3 examples you can use as models for developing
your own word picture:
-
"Know
all your bills are paid as you and your family leave on a two-week
vacation." (a financial planner)
-
"The
pleasing aroma of this new shampoo reminds you of driving
through the country after a fresh spring rain." (shampoo
offered by an MLM distributor)
-
"It's
Monday morning. As you get up, all your neighbors are already on
the freeway trying to get to work on time. You have breakfast
with your family and decide how to spend the day while your
customers place their orders at your new automated
website." (An Internet business opportunity)
3.
Stimulate Your Prospect to Start Enjoying The Benefit Now
...by taking
immediate action to get it. Three of the ways you can persuade
immediate action are:
- Make
an offer with a short time deadline. (discount, bonus, etc.)
- Provide
several easy, fast ways to buy. The more the better.
(online, phone, fax, etc.)
- Guarantee
fast delivery. This is easy if you can deliver your product
or service online. Otherwise, offer to ship your product
immediately or start providing the service immediately after
your customer orders it.
Is
It A Benefit?
Be sure you're promoting the biggest benefit your customers get
from your product or service -- not a feature of it. A feature
is what your product or service is. A benefit is what your
product or service does for your customers.
For
example, an anti-virus software program may include weekly
online updates. That's a feature. The benefit is -- a new
computer virus will never destroy any data on my computer.
That's the result a buyer wants. People never buy something to
get a feature. They always buy to get the benefit produced by
the feature.
Works
For A Small Ad Too
Including all three methods of promoting a benefit in a small ad can
be challenging because of the limited space available.
Here's
an example of how one business did it with only 18 words.
"Take
more profit from your business and enjoy less stress! Find out
how - before your competition does."
Customers
buy your product or service to gain the benefit it offers.
Determine what that benefit is. Then use it three different ways in
all your marketing materials and promotions. You'll be surprised
by how it increases your sales and profits.
Copyright
2000 By Bob Leduc
Bob
Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. He is now a Sales
Consultant. Bob recently wrote a manual for small business
owners titled "How to Build Your Small Business Fast With
Simple Postcards" and several other publications to help
small businesses grow and prosper. For more information...
Email:
BobLeduc@aol.com
Subject:
"Postcards".
Phone:
(702) 658-1707 (After 10 AM Pacific time)
Or write:
Bob Leduc, PO Box 33628, Las Vegas, NV 89133
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