One of the biggest mistakes professionals and business
owners make is being unclear about what their customers and
clients are actually buying.
Very few people hire an attorney because she was editor of
the Law Review. Almost no one buys a car because of the
color, just as few customers remain loyal to a dry-cleaner,
Chiropractor or auto mechanic because of their catchy
jingle or the pretty logo on their advertising.
People buy benefits. Yes, we also like nice features and
we certainly appreciate good prices, but in the end, we
hire a professional or patronize a business because we
think we will receive significant benefits at a fair price.
When you market your services, focus on the BENEFITS you
provide!
One local dry-cleaner advertises that they check and
tighten all buttons, free of charge. They also check for
and remove minor stains, free of charge. They are open
evenings and weekends, and even have a free pick-up and
delivery service. Now, the truth is that they charge
considerably more than their competitors (as far as I can
tell), but I've literally had to wait in line to drop off
my dry-cleaning!
Why would I knowingly pay MORE for dry-cleaning? Because I
believe I get more benefits for my money!
Your customers think the same way. Don't we all? In your
marketing, focus on what your products or services do FOR
your customers and help them see, understand and WANT those
benefits. Price is, typically, only one small factor in
our decision about buying a product or service.
More often, we buy benefits.
owners make is being unclear about what their customers and
clients are actually buying.
Very few people hire an attorney because she was editor of
the Law Review. Almost no one buys a car because of the
color, just as few customers remain loyal to a dry-cleaner,
Chiropractor or auto mechanic because of their catchy
jingle or the pretty logo on their advertising.
People buy benefits. Yes, we also like nice features and
we certainly appreciate good prices, but in the end, we
hire a professional or patronize a business because we
think we will receive significant benefits at a fair price.
When you market your services, focus on the BENEFITS you
provide!
One local dry-cleaner advertises that they check and
tighten all buttons, free of charge. They also check for
and remove minor stains, free of charge. They are open
evenings and weekends, and even have a free pick-up and
delivery service. Now, the truth is that they charge
considerably more than their competitors (as far as I can
tell), but I've literally had to wait in line to drop off
my dry-cleaning!
Why would I knowingly pay MORE for dry-cleaning? Because I
believe I get more benefits for my money!
Your customers think the same way. Don't we all? In your
marketing, focus on what your products or services do FOR
your customers and help them see, understand and WANT those
benefits. Price is, typically, only one small factor in
our decision about buying a product or service.
More often, we buy benefits.
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