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Internet Marketing Is Like A Roller Coaster Ride
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The challenges of the small business owner are well documented. They must battle for market share against larger competitors, run all aspects of their business, and even pay higher rates for advertising and other marketing related expenses. Small...
The Asian Invasion -The Future of Internet Marketing
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What Makes Ebook Marketing So Promising?
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In Marketing You Need To Focus On The Benefits
In this marketing article I discuss the most important element
of marketing - turning features into powerful benefits. If you
want to increase sales, you must focus on the benefits of your
product or service, not the features.
So what is a benefit compared to a feature?
A benefit explains how a product or service will help a person.
If I buy this product, how will it make my life better? Will it
save me money? Will it make me feel better about myself? Will it
make my life easier? Benefits are very powerful sales tools
because people buy products and services for an end result.
A feature explains a fact about what a product does such as a
specification. For example, the new ZMX car has anti-lock
brakes. That is a fact about the car - it has anti-lock brakes.
The problem with only listing a feature is that a feature does
not explain why it is helpful - how it benefits a person. Why
would you want a car with anti-lock brakes? The answer to that
question is the benefit. Anti-lock brakes are much safer because
they keep your tires from locking up and skidding so you do not
lose control of your car.
Therefore, if you drive a car that has
anti-lock brakes, you are less likely to be in an accident. The
benefit is the positive end result. In your marketing, it is
that positive end result that you want to focus on.
Here is another example. XYZ Car Company has developed a new car
that gets 100 miles per gallon. The feature is that the car gets
100 miles per gallon. But what is the benefit? Why would a
person want a car that gets 100 miles per gallon? The benefit is
that you will save a fortune on buying fuel.
If you want to improve your marketing and increase sales, you
absolutely must focus on the benefits of your product or
service. Whenever you say what your product does (a feature),
ask yourself, "how will that feature help my customer? What is
the benefit of that feature?"
About the author:
Peter Geisheker is the President & CEO of The Geisheker Group,
Inc., a marketing firm that specializes in developing strategic
marketing programs for small and medium-size businesses. For
more information, please visit http://www.geisheker.com or
call 920-884-9041.
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KnowThis: For Marketing, Market Research, Internet Marketing ... |
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ... |
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Marketing - Wikipedia, the free encyclopedia |
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Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ... |
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Marketing Magazine - Marketing News - Brand Republic |
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BidVertiser - Pay Per Click Advertising On Sites Of Your Choice. |
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Online Behavioral Contextual Advertising and Marketing. |
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV. |
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Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com |
Employment site for marketing and sales professionals. |
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The Chartered Institute of Marketing |
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ... |
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Marketing: See what people are saying right now on Technorati |
See all blog posts tagged with marketing on Technorati. |
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Marketing Profs - Marketing Concepts and Strategies: Expert ... |
Marketing knowhow from professionals. Newsletter, articles and how-to's. |
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Guerrilla Marketing Online - The Official Site |
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds. |
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Business Marketing - Small Business Marketing |
Business marketing - Read everything your need to know about small business marketing. |
www.entrepreneur.com |
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All About Marketing |
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ... |
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Pages tagged with "marketing" on del.icio.us |
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ... |
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ClickZ Internet Marketing Solutions for Marketers |
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing. |
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Direct Marketing Association: Telephone, Mail & Internet Marketing |
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ... |
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