Beyond the Benefits
You’ve heard about how marketers should list features, (which inform), and benefits, (which sell). Consider taking it a step further: go beyond the benefits, and relate experiences.
To truly build value in a specific product or service you’re offering, bring in the experiences of customers, either by quoting them or by explaining what those experiences are.
For example:
Your business offers quick mortgage closings. That’s a feature. Less time spent waiting, and the ability to move in to a new home quicker are benefits. Take it a step further by discussing the details of the family’s experience, preferably with a picture, and how it affected their lifestyle.
Talk about how they moved in with plenty of time to get settled before the new school year began. Talk about how mom was still able to continue running her business and dad was able to keep working without taking any time off to handle mortgage hassles.
Talk about how little Jenny never missed a ballet class, and you’ve got an experience that goes far beyond a benefit.
