Oftentimes we forget about looking at what customers really want. We get so caught up in the features and benefits that our products and services provide that we forget to stop and ask ourselves, “Is this a feature or benefit that my customer cares about?”
I am currently working with a client developing some creative to communicate the key benefits that their service provides and we had an interesting discussion. They are excited because they see some competitive advantage, some things that their competitors don’t do that they do. The question becomes, “Yes, but does anybody care about that?” Oftentimes, we get caught up in cool technology or features that provide a competitive advantage that nobody cares about.
In my consulting work and in my marketing seminars, I teach marketers how to identify the rational and emotional needs of their consumers, and then, how to turn those needs into meaningful benefits that become the focus of their communications. The key word there is meaningful, something that is going to move people. So when you are developing your communication pieces, make sure that you are touching on the needs that your customers care about.
If you want to find out more about how to communicate meaningful benefits, sign up for my half-day seminar “How to Make Yourself Irresistible to Your Customers.” Click here for details: http://www.beacon-marketing.com/programs.php