Lead Generation Marketing: 3 types of benefits, Which one do you usually mess up?
In life, it’s hard to find people who are straight forward and who don’t beat around the bush.
For some reason people feel tentative about things and have some weird need to “warm you up” with something else, before they actually get to the punch line. So instead of telling you “Two-thirty,” when you ask them what time it is… they build you a clock.
The problem is, when you sit down and try and write some copy, or create a sales presentation, you can’t do this. You’ve got to get right to the point with benefits, benefits, benefits!
Your prospects aren’t interested in hearing all about your neurosis or the history of mud or anything else like this (which, as a side note, is why I struggle with facebook. I just don’t care that someone “bought a new boat battery today.”)
Your buyers want to buy! And they want to buy now! And yet… for many people, they insist on telling them about aging eggplants or bees wax or cheese mold or whatever.
Looky here, there are basically three types of benefits you want to offer when you’re selling:
1. What are they getting?
Yes, they want to know about the sales price and what a wonderful deal you are giving them, but what is it you’re actually selling?
For example, you read ads and they just make no sense. I was thumbing through a health magazine last night, and there was an ad that said, “Only the best for 41 years.”
What the hell does that mean? Do you think that’s going to make someone stop dead in their tracks and say, “Hallelujah! I’ve been looking for the best and here it is, right in front of me. Thank goodness I’m alive to find it.”
I don’t think so.
So make sure you let people know what they are getting, and let them know sooner than later.
2. What will your goods and services do for them?
In other words, what do they really want? They don’t want, for instance, “blood pressure tablets,” they want to lower their blood pressure so they can live longer and fuller.
They don’t want SEO Services, they want to be ranked on the front page of Google, silly.
See where I’m going with this?
Most people sell the service or the product, not the benefits of these things. But that’s what your buyers want, the benefits. The product or service is merely a means to an end. Like you reading this e-mail. It’s a means for an end, so you can earn more duckets, attract more qualified leads, and convert them to paying customers faster and easier.
Good, then let’s look at the last one.
3. How are you different?
Let’s face it, each and every one of us is a bubble floating along in a freaking OCEAN of commerce, nowadays. And unless you’re going out of your way to show your buyers why you’re a different kind of bubble, they’re not even going to give you a second look.
Being different not only justifies buying from you, but it’s also a great positioning tool. (I talk about ‘positioning’ a LOT in this month’s Seductive Selling Newsletter, by the way.)
Keep these three items in mind when you’re trying to make your sale. Ignoring them is going to cost you and you’ll wind up doing nothing but wasting your time. Leveraging them, however… will set you free.
Now go sell something, Craig Garber
P.S. Is it immoral to make this much money nowadays?
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