Increase Your Sales With 'The Big Benefit'
by Bob Leduc
People buy products or services from you because they expect to gain a benefit. The benefit is more
valuable to them than the money they spend to get it. You can use that
benefit 3 different ways to increase the results produced by
your marketing efforts.
1. Immediately state the benefit to draw the
prospect into your promotional message.
2. Dramatize the feeling of
enjoying the benefit to intensify your prospect's interest.
Stimulate your prospect to start enjoying the benefit NOW by taking immediate
action to get it.
Apply all 3 of these when you develop any
promotional material -- including the content of your website.
State the Benefit Immediately
...to draw the prospect into your
promotional message. State the benefit in the headline of your ad, the first
sentence of your sales letter or in a title at the top of your webpage.
Use it as the opening of your audio or audio-video promotions. It immediately
captures your prospect's attention and provides a compelling reason to
continue reading or listening.
For example, I recently saw this
headline at the top of a webpage: "Increase Your Online Profits 40% Now". The
website offered businesses the service of accepting credit card payments
2. Dramatize the Feeling of Enjoying The Benefit
intensify your prospect's interest. Use a word picture to help your prospect
visualize the feeling of enjoying the benefit you offer. Here are 3 examples
you can use as models for developing your own word picture:
your bills are paid as you and your family leave on a 2 week vacation." (a
"The pleasing aroma of this new shampoo reminds you
of driving through the country after a fresh spring rain." (shampoo
offered by a network marketing distributor)
"It's Monday morning. As you
get up, all your neighbors are already on the freeway trying to get to work
on time. You have breakfast with your family and decide how to spend
the day while your customers place their orders at your new automated
website." (An Internet business opportunity)
3. Stimulate Your Prospect
to Start Enjoying the Benefit Now
...by taking immediate action to get
it. Three of the ways you can persuade immediate action are:
* Make an
offer with a short time deadline. (discount, bonus, etc.)
several easy, fast ways to buy. The more the better. (online, phone, fax,
* Guarantee fast delivery. This is easy if you can deliver your
product or service online. Otherwise, offer to ship your product immediately
or start providing the service immediately after your customer orders
Is It A Benefit?
Be sure you're promoting the biggest benefit
your customers get from your product or service -- not a feature of it.
A feature is what your product or service is. A benefit is what your
product or service does for your customers.
For example, an anti-virus
software program may include weekly online updates. That's a feature. The
benefit is -- a new computer virus will never destroy any data on
my computer. That's the result a buyer wants. People never buy something
to get a feature. They always buy to get the benefit produced by the
Works For a Small Ad Too
Including all 3 methods of
promoting a benefit in a small ad can be challenging because of the limited
space available. Here's an example of how one business did it with only
"Take more profit from your business and enjoy less
stress! Find out how - before your competition does."
your product or service to gain the benefit it offers. Determine what that
benefit is. Then use it 3 different ways in all your marketing materials
and promotions. You'll be surprised by how it increases your sales and
A Sad Truth That Makes You Rich
The sad truth is that people can be persuaded to buy
when you intentionally expose the weakness of your
Marketing Smarter to Earn More
How can you market smarter and make more money?
What Are 7 Psychological Triggers That Make People Buy?
Did you know that there are seven psychological techniques that literary persuade
people to buy? When I first used them in my sales letter I increased
the response rate by 257% overnight!
The Dirty Little Secret of Wildly Successful Entrepreneurs
It is not hard to convince business owners and managers to
focus on marketing, what *is* hard is convincing them to do first things
first. Most people want to jump right into the promotional elements of
marketing, such as advertising and sales, before they have done the hard work
of building a solid marketing foundation.
Copyright 2004 Bob Leduc
Bob Leduc spent 20 years helping businesses like yours find new customers and
increase sales. He just released a New Edition of his manual, How To Build
Your Small Business Fast With Simple Postcards ...and launched *BizTips from
Bob*, a newsletter to help small businesses grow and prosper. You'll find
his low-cost marketing methods at: http://BobLeduc.com
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