Use Benefits vs. Features in Your Marketing To Increase Sales

benefits vs. features marketing Jan 29, 2019

We all want to increase our online sales and grow our product-based business.  Today we are talking about benefits vs. features and how focusing on the benefits will increase your sales.

We are always looking for new people to buy our products.

People don't buy products. They buy the results that your product gives. 

You need to make sure that you are marketing your product with the benefits it delivers.  For example, my husband sells a product that is an odor eliminator. 

He markets his products to police officers to use on their bulletproof vests because they can't wash them.  He is selling the solution to the stinky vest. He is not selling an odor eliminator. 

He is solving their problem. The police officers come home; their partners don't want the vests in the house because they smell. 

Just spray the product on the vest and it no longer stinks. His product is selling a solution.  

What is the solution that your product solves?

Next, identify who your ideal customer is, and what the problem you are trying to solve. 

Clearly, with my husband's business, it's police officers, or military, or anybody that wears a bulletproof vest. So there's the ideal customer, and the problem he's solving is the stinky vest.  It can even go further, like the smelly squad car or gear. 

Who is your ideal customer, and what is the product that you are going to solve for them? 

If you market directly to your ideal customer, you're going to have a far greater chance of success.

You've identified the problem, you've identified the customer. Now you want to figure out your competitive advantage? 

What is your competitive advantage that is different from all your competitors?

For example, my husband's competitive advantage is that his products are all natural. It doesn't have any harmful chemicals in it, it's non-toxic, and it's safe enough for kids and pets. 

This product is different than anything on the market, and that is his competitive advantage.    

Use the resources you have that are free for marketing.

Social media is excellent for using hashtags that can draw in new customers as they search for a solution for their problems.

For example, using my husband's product again, think about the hashtags #lawenforcement, #bulletproofvest, #kevlarvest.

How you can you attract new customers that are searching for things relevant to your business using hashtags?

Use testimonials in your marketing.

Work on getting testimonials from your current customers you already have. When potential customers are looking for you, they like to verify, "Hey, this person's legit, this person's good. They do what they say they're going. The product does what it says it's going to do." 

Show and share the humanistic side of your business. 

Share the human side your business. I know it's scary to get in front of the camera. Don't be afraid to get in front of the camera and let potential customers know who you are.  Let them see the humanistic side of your business. It moves the know, like, and trust factor along faster.

So there you have it, lots of strategies for growing your product based business.  Make sure you grab the free roadmap below for more ways to grow your product-based business.