Do you ever wonder why some people make money? Not just some money but BIG money? Well it has a lot to do with how they advertise. We aren’t talking about newspaper advertising verses online advertising, but the strategy they evoke to make people want to buy.
You already know that your customers buy because of emotions. It is common knowledge that emotional purchases drive big sales but how do you produce those emotions in your customers?
The Big Secret to Influence People to Buy
Well here it is ….people buy benefits not features.
SO why do so many small businesses sell features in their advertising. It doesn’t matter if its online advertising or newspaper advertising I still read boring features about products. Guess what? I don’t buy features and neither do your customers.
The Difference Between Features and Benefits
Features are a list of product specifications. If you are buying a garden hose the features are:
The color is green
It is a ½ inch diameter hose
Benefit’s is a list of “What is in it for me”:
Your lawn will be the showcase of the neighborhood if you buy my Oasis Spot Garden Hose.
You will save hours of time if you purchase this Deluxe Water Hose that will water your lawn for decades because of our super strength rubber that never breaks.
You get the picture. Benefits sell your products not features.
Why Do Benefits Sell?
It’s because benefits create a psychological tie between what your customers desire and your product. You always read about how emotions induce people to buy. Well this is the reason. The emotional desires in your customers are stirred up to the point they are connected to what you are selling.
Getting back to our example of the garden hose if your customers desires are to save time then the handy dandy water hose we spoke of before will stir that emotion to buy. Maybe your customer wants the prettiest lawn in his neighborhood. Well the garden hose we are speaking of is just the trick for watering his lawn.
Remember next time you are doing a newspaper advertisement or creating an online advertisement; list the benefits to create more sales and leave the features on the package.