Being Clear About Product / Service Benefits

 

LEARNING TWO… SOMETIMES YOU REALLY HAVE SPELL OUT THE BENEFITS FOR YOUR POTENTIAL CUSTOMERS…

Question – what is the difference between a) a film / movie… and b) a radio play…?

Well, it’s obvious… the film / movie has pictures + sound… while a radio play has just sounds + words… it has no visual images…

But we can take it a little further… with a radio play the listener has to use their imagination to mentally create the scene which is being enacted… while with a film / movie they don’t need to use their imagination, because it is all there visually in front of them…

OK… so what has any of that got to do with Ultra + online marketing…?

Well… one of the mistakes I see people making is that they go to Ali Express, find the list of benefits, especially as a bullet list, then copy / paste / put it down on their website…

And then they leave it at that…

Which means they are just leaving the major product benefits in this bullet list, and they are not taking those benefits and also SPELLING THEM OUT again for their potential Customers in a way that they will get / understand.

Which is a major mistake, because it is assuming that your Customers will read the bullet list, connect the dots, and immediately see the benefits for themselves…

… but no marketing company would ever do that… you always spell out the benefits of your products, again if necessary… because most people just won’t make the mental connections (just as most people prefer to watch a movie, rather then listen to a radio play, because it requires much less mental effort).

Example: One product I am helping someone with says, in the bullet list:

Plug Type: USB

Now, this is one of the major benefits / selling points for this particular product… and they should also be saying something like:

“This product runs off a USB connection, and so you can plug it into your laptop / tablet… and so this is a product which you can take with you anywhere in the world… use at home or in the office”

And if you were check Amazon.com for this product or similar, then that is benefit which is being said / stressed…

But just having in the bullet list:

Plug Type: USB

Is assuming that potential Customers will be able to take that brief mention, and work out all the benefits for themselves…

But this is the internet…

Most people don’t want to think for themselves… they want to be told

The majority don’t want to have to figure it out… they want to be shown clearly and precisely…

Which means, if you have to take some of the benefits, which are already stated in the bullet list from Ali Express, and re-word them, so that people can fully understand why this is an amazing product… then that’s basically what you need to do…

Remember, with marketing / advertising it’s a lot about “selling the sizzle”… and “sizzle” tends to get lost in a bullet list.

Hope something in that helped.

(c) Brian Parsons, July 2016

 

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