Which of these Benefits Does Your Product Deliver?
Written by: Eric Brantner on August 19, 2010 – 3:14 pm
I’ve often mentioned that shoppers are a selfish bunch. The only thing they’re concerned with is how your products or services will help them. Every marketing message you create needs to answer their biggest question, “What’s in it for me?”
This, of course, boils down to the benefits of your offerings. How can you tie your product to the benefits your audience cares most about? Here’s a list of common benefits your customers desire.
- Improved health—Does your product help people live a longer life? Lose weight? Increase their strength? Get sick less often? Have more energy? Just feel better?
- More money—Money talks, BS walks. It’s all about the money. Money resonates with nearly everyone. If your product helps people get more money, play that angle up.
- More time—Who can’t use a little more time? With more time, people can travel, have fun, spend time with the family, or even work more and make more money if that’s what they want to do.
- Convenience—Does your product make something that’s normally a hassle much easier? Is it “so easy a caveman can do it”? Ease and convenience are always desirable benefits.
- Social advancement—Social status is important, and it ties to more products than you think. It’s usually the reason people by certain cars, tech gadgets (iPhone anybody?), clothes, you name it. Everybody wants to keep up with the Joneses.
- Business advancement—Success. Career advancement. More recognition. More money. People are always looking for ways to further their careers, so if your product can help with that, let readers know.
- Improved self-confidence—Why do people lose weight? Why do they get their hair cut? Go to the tanning salon? It all comes down to self-confidence. People want to feel good about themselves. Help them do so.
- Being on the cutting edge—In this tech-driven world, a lot of people want to be the first in different things. These people are the innovators and early adopters, and using words like “new” and “first” can really capture their attention.
What are some other types of benefits products can deliver?
August 21st, 2010 at 10:30 am
Can't agree more, your prime message answers your visitors question: “What’s in it for me?” That's it. Well not quite, but it's what it's all about.
August 22nd, 2010 at 12:29 pm
Probably rolls up under "being on the cutting edge" but in the online world, it seems a good benefit these days is to "guaranteed to get your site onto page 1." This term is such a buzz word that when business owners see it, they jump right in! And it's a shame because the keyword they are about to rank for probably gets a handful of searches per month!
Regardless, it's still a benefit if you look at it literally.
btw, I like the how you word "Social Advancement" – this is such a huge market with the booming technology out there today! Apple is so fortunate to have so many loyal customers stop what they are doing just to get their hands on the newest & latest product they launch!
Thanks again for sharing.