| When you describe the products and services you | | | | As much as I would like to sit down and logically |
| sell, do you vividly describe the benefit they will | | | | explain to my cat why this food is far superior to |
| experience by using those products or services? Or | | | | what he has been eating, it won't change the fact |
| do you focus on the features you offer like the | | | | that he doesn't like it and therefore won't eat it. All |
| technical specs of your product or the process or | | | | those great features pale in comparison to the one |
| method you use to deliver your service? | | | | thing he cares about most: taste. |
| The secret to marketing lies in appealing to your | | | | What's In It For Me? |
| prospects' emotions, not rationally trying to convince | | | | Your customers may not be finicky cats, but they do |
| them that your product or service is the best choice. | | | | have an idealized vision of what the solution to their |
| The reason why customers buy from you is to | | | | problems is: like feeling youthful, looking better, taking |
| experience the result they will get once your product | | | | pride in success, or being free from fear or worry. |
| has been used or your service has been delivered. In | | | | They want to know - what's in it for me? |
| fact, your products and services are actually standing | | | | If they see a product or service that promises to |
| in the way of your prospect and the results he | | | | dramatically reduce the pain they are experiencing |
| dreams about. | | | | and make them feel happy and worry-free, they are |
| What is the Primary Result or Benefit Your Prospects | | | | much more likely to sit up and take notice. On the |
| Want? | | | | other hand, if they think someone is trying to sell |
| To give you an example, I have recently been | | | | them something, they become defensive and shut |
| researching natural cat food that doesn't have all the | | | | out any rational arguments the salesman tries to |
| meat by-products, wheat gluten, corn and other | | | | make. |
| unhealthy ingredients that most cat foods have in | | | | How do your products and services benefit your |
| them. Through my research, I found a handful of | | | | customers? What is the real reason they buy from |
| brands that use only natural, wholesome ingredients | | | | you? Make a list of all the emotional benefits they |
| and bought them. | | | | receive because their problem is now solved. Then, |
| Unfortunately, my cat won't eat them! He doesn't | | | | use those benefits in your marketing and sales copy |
| care about all those wonderful ingredients or how | | | | - even if they seem obvious to you. Your prospects |
| much healthier this new food is. All he cares about is | | | | might not make the connection unless you clearly |
| taste - and this new food doesn't appeal to him. | | | | state them. |