And let's say you found out they wanted potato chips that were made without preservatives and came in a resealable bag. That's not what you'd market. You'd market what the potato-chip eating public would gain by these advantages, or features, of your new potato chip. Because they come in a resealable bag, they'll stay fresher longer, and since they're made without preservatives, they may be healthier for you. No matter what product or service your company offers, you ll sell more of it and grow your home business steadily over time if you adopt this communications strategy.
Benefits are what motivate prospects to buy.
If you're a CPA with fifteen years experience, that experience is a feature. It won't motivate anyone to select you until you translate that feature into a benefit to which your target audience, your prospects, can easily relate. For example, with fifteen years experience, it's likely you will know the tax codes, make fewer mistakes, and understand opportunities for reducing clients' tax burdens. So the bottom-line benefit to a client of your fifteen years experience is that you ll help them save money on their taxes. Develop A Benefit Statement To make sure all your written materials and verbal interactions motivate prospects, always put the benefits front and center.