Sell the benefits of your product not its features
Posted: Tue Jan 28, 2025 6:58 am
"People buy things not for the sake of the things themselves, but for what these things give them."
Dan Kennedy
In one of his works, American economist and marketer Philip Kotler says that when buying drills, buyers need holes in the wall, not the tools themselves – and he is right. What is important is the result and the benefit received from the product or service.
Previously, slide rules and abacuses were very pharmaceutical email lists popular, but with the advent of the calculator, the need for them disappeared. Buyers are not interested in the item itself, but in the speed of calculation. Large law firms do not sell legal advice or the best lawyers, but sell peace of mind and a guarantee of dispute resolution. When you go for a massage, you do not need the service itself, but the benefit you will receive from this procedure. For example, relaxation of the whole body, stress relief or a solution to the problem of cellulite.
In short, you must understand what you are selling. What the buyer will get from using the product/service being sold. This is the secret of successful selling advertising.
Use reviews
As the great Walt Disney said: "The best way to be successful in your promotion is to have people constantly tell others about you." That's right. Positive customer reviews will not only increase sales and bring in new customers, but will also strengthen your reputation and increase trust in you. People are more likely to believe what is said about the company than the statements of its managers in PR materials.
Dan Kennedy: "What others say about you will be 1,000 times more credible to the public than what you say about yourself."
Don't be afraid to collect feedback, and do it regularly. In addition, your customers' feedback will have an additional impact on working through potential buyers' objections, answering some of their questions in advance.
A sales text, even if it is written correctly, will not give such a result. The best option would be to have at least one review for each type of objection, and demonstrating the contact information of the reviewer will increase the trust limit. Only a few will write and check the information, but this will increase the conversion.
Free PR in industry media
Any product group has its own narrowly focused media – magazines, newspapers, booklets, forums, communities, channels, groups, e-books and brochures. A common problem with such publications is the lack of interesting content and useful information, so they will be happy to receive specialized articles, observations, analyses, reviews and recommendations. Most likely, they will post such posts of yours for free, and sometimes even pay for them. This is a very good opportunity to create selling advertising and announce your organization.
Give a guarantee
Having a 100% guarantee on a product shows that you have confidence in it, which in turn gives hope for success to potential buyers.
As a rule, a guarantee increases sales, and the best type of such an obligation is a 100% refund. Some companies practice refunding funds even in excess of the amount spent on the purchase of the product or service.
Of course, there are customers who will return a purchased product under warranty, but usually the markup on the product fully covers its possible return.
Selling advertising and guarantees
However, some product groups are non-returnable, or the mechanisms of this market do not imply the availability of such a service, and, nevertheless, in this situation, the guarantee can be offered as an additional service. This can be free maintenance or free repair, etc.
Stand out from the general "advertising noise"
Nowadays, advertising surrounds us everywhere. We receive endless streams of information, recommendations and announcements on TV, on the Internet, on street billboards, on the radio, on flyers, in booklets, etc.
In this huge mass of marketing abundance, the main thing is to stand out wisely. You should not blend in with everyone, so that the results are not meager. To make advertising sell, make it bright and unique.
Sell on emotions, not logic
Dry advertising will never give you good sales. Most purchases are made emotionally, so your marketing policy should be aimed at the emotions of potential customers.
Even when purchasing special equipment or oil production equipment, decisions are usually made by people guided by feelings. Analysts and rationalists usually occupy positions that imply responsibility that is far from being connected with supplying the organization with equipment and machinery.
Dan Kennedy
In one of his works, American economist and marketer Philip Kotler says that when buying drills, buyers need holes in the wall, not the tools themselves – and he is right. What is important is the result and the benefit received from the product or service.
Previously, slide rules and abacuses were very pharmaceutical email lists popular, but with the advent of the calculator, the need for them disappeared. Buyers are not interested in the item itself, but in the speed of calculation. Large law firms do not sell legal advice or the best lawyers, but sell peace of mind and a guarantee of dispute resolution. When you go for a massage, you do not need the service itself, but the benefit you will receive from this procedure. For example, relaxation of the whole body, stress relief or a solution to the problem of cellulite.
In short, you must understand what you are selling. What the buyer will get from using the product/service being sold. This is the secret of successful selling advertising.
Use reviews
As the great Walt Disney said: "The best way to be successful in your promotion is to have people constantly tell others about you." That's right. Positive customer reviews will not only increase sales and bring in new customers, but will also strengthen your reputation and increase trust in you. People are more likely to believe what is said about the company than the statements of its managers in PR materials.
Dan Kennedy: "What others say about you will be 1,000 times more credible to the public than what you say about yourself."
Don't be afraid to collect feedback, and do it regularly. In addition, your customers' feedback will have an additional impact on working through potential buyers' objections, answering some of their questions in advance.
A sales text, even if it is written correctly, will not give such a result. The best option would be to have at least one review for each type of objection, and demonstrating the contact information of the reviewer will increase the trust limit. Only a few will write and check the information, but this will increase the conversion.
Free PR in industry media
Any product group has its own narrowly focused media – magazines, newspapers, booklets, forums, communities, channels, groups, e-books and brochures. A common problem with such publications is the lack of interesting content and useful information, so they will be happy to receive specialized articles, observations, analyses, reviews and recommendations. Most likely, they will post such posts of yours for free, and sometimes even pay for them. This is a very good opportunity to create selling advertising and announce your organization.
Give a guarantee
Having a 100% guarantee on a product shows that you have confidence in it, which in turn gives hope for success to potential buyers.
As a rule, a guarantee increases sales, and the best type of such an obligation is a 100% refund. Some companies practice refunding funds even in excess of the amount spent on the purchase of the product or service.
Of course, there are customers who will return a purchased product under warranty, but usually the markup on the product fully covers its possible return.
Selling advertising and guarantees
However, some product groups are non-returnable, or the mechanisms of this market do not imply the availability of such a service, and, nevertheless, in this situation, the guarantee can be offered as an additional service. This can be free maintenance or free repair, etc.
Stand out from the general "advertising noise"
Nowadays, advertising surrounds us everywhere. We receive endless streams of information, recommendations and announcements on TV, on the Internet, on street billboards, on the radio, on flyers, in booklets, etc.
In this huge mass of marketing abundance, the main thing is to stand out wisely. You should not blend in with everyone, so that the results are not meager. To make advertising sell, make it bright and unique.
Sell on emotions, not logic
Dry advertising will never give you good sales. Most purchases are made emotionally, so your marketing policy should be aimed at the emotions of potential customers.
Even when purchasing special equipment or oil production equipment, decisions are usually made by people guided by feelings. Analysts and rationalists usually occupy positions that imply responsibility that is far from being connected with supplying the organization with equipment and machinery.