Part of the guide: Blog Traffic
Today, we are going to talk about your value proposition. Most marketers post features of their products and services. They talk about what they have to sell. It really doesn’t matter what you have to sell because your customers want to know what it does, they want to know what’s in it for them – not the features, but the benefits of those features.
So, today we want to talk about that. We want to talk about trying to keep yourself from being lumped into the ‘same as’ category with all of the other marketers out there “pitching” their product. We will shift your strong point by positioning your value proposition so you have success in gaining and keeping some of the attention based on your being different.
What we want to do is explain to people what is in it for them; what your product does for them. How does your product solve a relevant problem in their lives?
See, when people need a power drill and they go buy a power drill, they don’t want a drill, they want a hole. If you could buy a hole, they would buy a hole, but instead, they have to buy a drill. The drill is a feature; the benefit is the potential holes it creates.
It is the same thing with your product and service – They will only buy your product if it contains a solution that fits their needs. They want to know what’s in it for them.
So, what we need to do is position our proposition in terms of what’s in it for your prospect. It’s not about the product. It’s about filling the need of your prospect. Remember to focus on the benefits of the features rather than the features themselves. In the following examples, you will have to take your product and your service and put it in these terms. So, think about the features that you have but what the benefit is of those features.
Example – My company allows people to legally convert their failing currency into a form of asset that has proven its record for preserving wealth. The ‘preserving wealth’ part is actually the benefit, not the feature. The feature is actually the product itself. The benefit is that they preserve your wealth. (see coolcoinsnow.com)
My company product also is a product that somebody will be impressed with every time and therefore the prospect will never have to feel embarrassed or like they are always defending the product. That’s the benefit – they will never have to defend the product because it’s so impressive. The feature is our product.
Our product has a 100% five-year money-back guarantee – that’s the feature. The benefit is that they have peace of mind with all purchases of my product. A five-year money-back 100% guarantee is not even heard of in the industry, that’s the feature. The benefit is their peace of mind for easy and guaranteed returns.
Make sure you are deepening the meaning of the market and presentations by carefully crafting your market message to display the benefits of the features, not the features themselves. If you do this, you will find the quality of the prospect will increase because you have something intrinsic that they need and you are not out there constantly trying to sell the product. You will naturally attract the right people.
Clint Maki is a Social Media Marketing Professional marketer, professional coach,
author and speaker specializing in promoting YOUR business to the planet.
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Comments
Aki Wood
“Great insights on MLM positioning. I completely agree that focusing on benefits instead of features is the key to attracting the right prospects.”
Alexandra Grant
“This post was incredibly helpful! The way you explained the importance of focusing on the benefits instead of the features really clicked for me. Thank you!”
Benjamin Hayes
“I’m a bit skeptical about this approach. Could you provide some real-life examples where this shift in focus led to actual success? It sounds great, but I’d like to see some evidence.”
Sophia Lopez
“I have a question about applying this strategy to digital products. Do you think this focus on benefits versus features works the same for services?”
Michael Redding
“While I see the value in focusing on benefits, I think sometimes features are equally important, especially in more technical fields. What’s your take on this?”
Isabella Clark
“This reminds me of a conversation we had a while back! By the way, it’s been a while, how have you been? Let’s catch up soon.”
Oliver Mason
“I faced a similar issue in my business where I kept emphasizing features and it wasn’t working. This shift to focusing on benefits really helped turn things around for me.”
David Palmer
“If anyone’s looking for a tool to help with this, I highly recommend checking out LeadFunnels. It’s designed to help market your business by focusing on the benefits!”
Emily Rivers
“This post gave me a new perspective on marketing! I always struggled with getting my message across, but now I understand that it’s the benefits that matter most. Thanks!”
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Tried rewriting my own product page around benefits instead of features after reading something like this a while back. Inquiries went up. Close rate didn’t move at all. The features still mattered once someone was actually deciding, they just weren’t what got the click.
Kelsey’s split between inquiries and close rate is the whole lesson corporate never quite learned either — marketing gets you the meeting, and then somewhere around slide four everyone quietly reverts to talking about the actual product. The drill-and-hole metaphor is tidy right up until the customer starts asking what kind of drill.
Here’s the exercise this post is really asking for: take your actual feature list and for each one write the sentence ‘so that ___’ until the sentence stops sounding like a spec sheet. Most people stop one ‘so that’ too early. What’s yours look like after three rounds?
Fine, the drill-hole line is good. But ‘peace of mind’ for ‘money back guarantee’ isn’t benefits over features. That’s just a thesaurus.