In today’s highly competitive market, businesses like yourself are increasingly relying on the power of marketing to stand out from their competitors and gain market share. One of the most effective ways to market your business is to think like your consumer; focus on the benefits of your product rather than your product itself.
The benefits of a product or service are the only reason why a consumer would purchase the product or service. Understanding what makes your product or service appealing maximises your ability to market it effectively. What are your target audiences’ pain points and why is your product or service the solution? By highlighting and demonstrating the benefits of your product you can attract more customers, increase sales and build customer loyalty – giving them reason to choose YOU over your competitors.
For example, if a business is selling a new phone, they should focus on the benefits of every feature that make it unique and have a positive impact on the consumer’s life, rather than just simply listing the technical specifications. Such as: Feature – 5000mAh Battery
Why is that Unique? Most phones only have a battery of 3000mAh.
Benefit to customers – Talk, play and use your phone for longer without running out of charge!
Customers are more likely to purchase a product when they understand the advantages it offers them, so emphasising the benefits of a product can help convince customers to make a purchase. This can also help to ensure customers remain loyal to your business and are more likely to recommend you to others.
Get in your customers head and then market accordingly!
Let’s start from the beginning… How do you identify the value or benefits of your service or product?
- Ask your customers directly – reach out to them via surveys or interviews to get direct feedback on what they like about your products. This can be done through email, phone, or in-person.
- Review customer feedback on your products to get an understanding of what customers like about them, and more importantly, WHY.
- Monitor social media and online conversations about your brand on social media to uncover what customers are saying about your products.
- Analyse customer purchase data to identify the most popular products and understand why customers are choosing them over others.
- Monitor customer service interactions to understand the most common requests and complaints. Recognise what customers like and don’t like about your products.
How do you market your product or service benefits?
- Educate your customers by making sure they understand why your product is valuable and what it can do for them. Provide detailed descriptions and demonstrate the benefits of your product, so customers know the true value of what you are offering. Use visuals, case studies, videos and a variety of others to illustrate these to your audience. Focus on the value.
- Encourage customers to leave reviews and testimonials about your product. This can be a great way to show potential customers the value of your product and build trust.
- Offer customers a no-risk trial period or demonstration of your product. This allows them to try out the product before making a purchase and helps build trust. This option might not be suitable for all markets, but can be quite broadly applied. Examples include face/skin product testers and free samples, free consultation or quotes, a one-week trial of a new software, cooking demonstration with free food samples and much more…
- Leverage social proof (such as customer reviews, recommendations and endorsements) to demonstrate how other customers have benefited from your product.
- Create targeted ads that appeal to your target audience based on what you have learnt about them. Use visuals, language and messaging that resonates with them specifically.
By taking the time to market the benefits of your products, you will be able to create a powerful and engaging message that captures your audience. This helps to drive sales, increase customer loyalty and build a positive reputation for your brand. By getting into the minds of your consumers and understanding their needs and wants, you can create effective marketing campaigns that will lead to higher conversions and more satisfied customers!
Thanks for your time –
The Candid Marketing Team
