Human beings have an attention span that is one second less than your average goldfish’s. In today’s interconnected and digital world, consumers are under a constant barrage of advertisements. Sometimes, they don’t even realize that what they are seeing is an ad, especially if it's carefully disguised as a narrative blog post. So, what can you do to increase your sales, and turn cold or warm leads into paying, loyal customers?
First off, you must know what you're selling, and it’s not the features you’re selling, but the benefits of your offering and why your brand exists to add value. For instance...
Starbucks does not sell coffee that comes in any flavor you could want. Starbucks sells a community. And what are the benefits of a community? It fosters connection, camaraderie, and the benefit of being seen and heard as part of a group of like-minded coffee-lovers.
Disney does not sell entertainment. They sell magic and unforgettable experiences. Sure, they sell movies and toys to entertain. But so do thousands of other companies. What is it that makes Disney’s toys and movies so special? The brand is positioned to sell magic and enable customers to create new, cherished memories with their loved ones.
So, what is it that you’re selling?
Factual statements don’t compel someone to buy. The benefits do. Why does your product exist, and what value does its existence add to the customer’s experience?
It’s the customer’s emotions that drive them to make a purchase. While listing factual information is important so the customer knows how the product or service operates, that’s not what gets them to convert.
What are some examples of features versus benefits?
You want to communicate to your audience what the more profound, emotional benefits are that you’re selling, and position your brand to connect with them through those benefits, for example:
Accessibility vs 24-hour limo service
Convenience vs One-click buy
Trustworthiness vs Doing business since 1950
Once you understand what the benefits are, you can begin to craft content around those benefits that utilize a narrative structure that hits those emotional notes for your target audience. The latest and the most fabulous features don’t mean much to your customer unless those features translate into benefits that bring them a specific value. What you’re selling needs to answer these vital questions for the customer:
What’s in it for me?
Will this improve my current situation?
Will the product or service make me happier, healthier, smarter, or richer?
Understanding your target audience’s demographics can certainly help you figure out what your offering’s most relevant features are that you want to list. However, knowing the psychographics of your customer, as in what motivates them or what gives them value, can help you position your brand’s benefits and the reason why it exists to serve the customer. Doing this will enable you to move whatever product or service it is that you’re selling.
For better conversions and increased customer loyalty, know exactly what you’re selling, and communicate how it benefits your target customer on an emotional level.