Years ago, in my former life as a nonprofit fundraising and marketing exec, I learned a very important “rule”—accentuate benefits—above features, causes, or any other motivational factor. People respond to “benefits” and the more you can make a direct connection with how they and their lives will benefit from the products or services you have to offer; the more likely they are to become loyal customers.
So, what does this actually mean and what is a “benefit”? Let’s say that you have a window washing company. You can tell customers that you: wash windows, use environmentally safe cleaning materials, and are licensed and bonded. While all of this may be true and may show customers that you are a legitimate, responsible business—these are really features, not benefits. However, if you tell clients that you “care for and preserve their family’s health with your non-toxic cleaning materials” and have “available cleaning hours seven days a week for their convenience”—you are offering benefits that will improve their lives!
By accentuating the benefits that your business is able to provide, you keep the client’s or customer’s focus on how your business will make their daily lives more pleasant, efficient, cleaner, or just BETTER. This is where the “benefit” mentality takes effect. Why would they choose another company when yours offers something so personal? Of course, you need to make sure that the benefits you are touting are actually true. This is what really builds loyalty in customers—you’re following through with exemplary service on the benefits you have promised.
If you keep in mind the question “How will this actually benefit THEM?” when you are talking to a customer about your business, you’ll be able to frame your conversations and marketing pitches in terms of benefits, and you will most likely get a warm and profitable response from your clientele!
See Also: Choosing the Right Words to Use in Your Marketing
What Makes You and Your Business Different?