What is the advantage of buying one when they buy a watch? It was the first thing "to know the capacity, which is now" in the sense of something along the lines appear? If you fell into a feature / benefit if you fall often when we develop our promotional materials and sales presentations.
A feature is an attribute or characteristic of your product or service. And one advantage is the value of the property or attribute for your futureCustomer. So, in the example above, is a function of "holding the right time" and could be an advantage, "prevents late for important meetings or events." We too often promote the property when it benefits our customers buy.
Benefits appeal to the needs and values of our potential customers, and divided at the highest level of benefits in kind in three categories:
Money 1: The product or service helps the buyer to make or save money.
Time 2: the product orService allows the buyer to save time or you no longer have time for other things.
3 Ego: the product or service in any way makes the buyer feel good.
Ultimately, the product or service should appeal to the buyer in one of these three areas. In addition to the benefits of development, consider the following five points:
1 The importance of the benefits of the target group is different, it is communicated. Often there are a variety of factors andInvolved in making a purchasing decision. They have to meet your promotional material and presentation of each.
2 It 'important to consider to promote the needs and desires of your target audience in the choice of services. The needs and desires of a Timex buyers are very different from those of a Rolex buyer. Therefore, the features and advantages will be highlighted in promotional materials must be different.
3 Choose to differentiate the benefits that your products or servicesfrom the competition - or at least those that the target audience perceives to differentiate.
4 Benefits must be supported by functions. The promotion of services of property leads to a lack of credibility. A statement of benefits such as: "It's our IT systems to improve productivity by up to 45%, you save $ 75,000 dollars a year and pays for itself in eight months," will take you through the features that these services or to achieve your target reference can not believe that theadvantage - will not have credibility.
5 While the message in favor of higher-level values of money, time and ego claim, must also report the average power, leading to increased local, time-saving and "Feeling Good". If you have ever attended a networking event, I'm sure you've got to say, the experience of five people to hear "We help companies to improve revenues." And the people who claim to offer this benefit as diverse as a CPA and aAdvertising Account Executive. Without some information on interim benefits, which, like "better communication with your target group," the highest level in favor of "improved profits" has no value.
Different characteristics and advantages in mind as you develop your marketing materials and sales presentations, it is sometimes difficult. One way to ensure you are promoting services and functions is not a feature of "medium" and / or "so that" the state below.For example: ".. All of our CPA us 40 hours a year training in tax law changes This means that we can be sure to take all the deductions you to save money on your tax bill at the end of the title of the year"
One of the difficulties in designing our function and benefit statements is that the benefits of a particular feature so clear to us that we take for granted that are clear to our audience as well. And this is a dangerous assumption. You can"So what?" Try to make sure you communicate the benefits to the market.
Put your future customers get in and see the statement of benefit. If you respond as an interested party, may "So what does this mean for me?" then you are still capable of communication. Once you have reported a benefit your prospect will no longer be able to "So what?" To answer.
Here is a five-step process that you implement in order to develop the features and benefitsfor your product or service and benefits are sure that your target field interact.
Step 1: Describe your product or service in 25 words or less.
Step 2: Identify a particular group of customers you target your message.
Step 3: List of problems your product or service solves the customer groups identified above and / or the needs and desires of the goods or services corresponds to the group.
Step 4: Take the above information in mind, list threefive characteristics of your product or service that solves problems and meets the requirements described in section 3. Remember to use "what" and "well" for the transfer of functions and advantages of mid-level values to higher values.
Step 5: Test each feature and benefit with the statement "So?" to be tested.
The time to invest the energy that will lead to clearly communicate the benefits to your target audience a message that resonates with your future customers,leads to increased sales of your product or service.
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