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Last week you defined who your perfect customer is and why they should listen to you about their purchasing decisions.
• Now let’s figure out what your products and services offer potential customers.
This is where the concept of “benefits and solutions” comes into play.
WHY DON’T FEATURES CONVERT?
You have a great product.
• It has lots of cool features-all the bells and whistles.
But your potential customers don’t seem that interested in your marketing message.
• Why is that?
WHAT’S IN IT FOR ME?
Understanding the difference between features and benefits is important because people want solutions to problems more than product features.
• They are looking for a clear answer to the question:
“What’s in it for me?”
Our focus for this week is to:
• Pinpoint what benefits you offer to solve the problems of your perfect customers.
• And identify how to create a “big promise” that gets at the heart of what makes your solutions unique.
THIS WEEK’S OBJECTIVES
This week’s series of five lessons will help you identify valuable benefits, solutions and experiences that your potential customers are looking for.
- You’ll discover how to create a “big promise” statement that delivers more than just a set of product features.
Over the course of this week you’ll:
1. Generate a detailed set of features and benefits for your products and services.
2. List potential answers to the question in the mind of buyers: “What’s in it for me?”
3. Brainstorm memorable experiences around your products and services to include as part of your branding.
4. Make sure your list of benefits includes what people really value.
5. Create a “big promise” around how your solutions are unique.
YOU CAN DO THIS!
This week’s topic is broken into 5 short lessons complete with practice guides.
- Don’t forget to use your email lifelines during the month if you get stuck.
Here’s how this week’s internet marketing topic of “benefits and solutions” is broken down:
At the end of lesson 1 you’ll describe a set of features and benefits for your products or services.
- You’ll use this list to create clear messaging around the benefits you offer instead of just a list of product features.
At the end of lesson 2, you’ll be able to answer the question in the minds of buyers: What’s in it for me?”
- You’ll incorporate these answers into your marketing materials so buyers know what they will receive.
At the end of lesson 3, you’ll explore how to create memorable experiences that tap into what customers really want.
- You’ll identify a “short list” of messages that promote an experience around your branding strategy.
At the end of this week’s lesson 4, you’ll identify several key factors that people value when searching for solutions.
- You’ll create a list of benefits that incorporate a strong value proposition in your marketing messages.
At the end of this week’s lesson 5, you’ll put together these concepts of benefits, solutions and valuable experiences to create an easily recognizable “big promise” with your branding.
- You’ll decide on a short tag line that incorporates “what’s in it for potential customers” if they buy your products or services.
TIME TO TAKE ACTION!
So let’s get going with Lesson 3: Benefits and Solutions
- In this week, you’ll take the next step to branding a clear message by identifying how your products and services help potential customers solve their problems and give them the benefits they really value.