The Power Of Selling With Benefits

Maybe you've been here before...

Have you ever put together a marketing promotion that you just KNEW was going to succeed? I mean, without a shadow of a doubt -you KNEW this one was going to be "the one"?

So you send the promotion/postcard/website/flyer out, and...

NOTHING.

NADDA.

ZILCH.

Not an ounce of response.

Sucks, doesn't it?

So, you tuck your tail between your legs, blame it on something else (the economy anyone?) and try to figure out what went wrong.

You might spend a few hours looking over the promotion and you might say to yourself, "Hmmm...I don't see what's wrong. I've look over all the important stuff..."

Important stuff...hmmm..

Here's a question - Important to WHO?

When you think about what's important, who are you considering? Are you considering you, the business owner? Or are you considering the "customer"?

When you write a marketing piece, you have to take in consideration the customer. When most business owners write marketing pieces, they typically talk all about THEMSELVES, instead of the customers. Their marketing pieces typically include things like:

- Name
- Phone number
- Years they've been in business
- Location
- And a free oil change coupon...

Now, aside from the free oil change coupon, do you find yourself wanting to go to this company?

Probably not. And the reason why is because there's no huge BENEFIT to going to this place. It only talks about the "features" of the company.

People don't buy from you because of who you are, unless you're Don King. People buy from you because of what you can DO FOR THEM. Let me explain.

-- No one buy's a Mercedes or a BMW because they need to get from Point A to Point B:
...they buy it because they want to feel as if they have "arrived"

-- No woman buys high heels because they're comfortable or "well-built": ...they buy them because they make them look taller and feel more attractive

-- No one buys a Rolex because they need to know what time it is: ...they buy it because they feel good about the fact they now own a "timepiece"

-- No one wants to stay at the Bellagio because they want a hotel room ...they stay there because they want to experience "luxury"..

To sell people, you have to understand that no one buys anything because of what it IS. They buy because of what it DOES FOR THEM.

They buy a product because of how it will make them feel... because of how much easier their life will be because of it...

By: Lee Smith, Jr.

Article Directory: http://www.articledashboard.com

Lee Smith is a direct-response copywriter and small business marketing strategist. He specializes in helping small business owners maximize sales and profits by creating powerful marketing pieces direct marketing pieces that persuades and influences their potential prospects to take action NOW. You can get more of his FREE marketing & copywriting tips at www.copywriting-for-small-business.com