What goes on in the mind of your prospect when she’s considering a purchase? If you’ve never given it much thought, you’re leaving money on the table.
Lots of it.
Let me explain. Contrary to what you might think, you’re not in the business of selling a product or service. Your customers are only interested in one thing: what’s in it for them. They aren’t interested in a product. They’re interested in solving a problem, meeting a need or achieving a desire.
As a result, you’re in the business of meeting your customers’ needs and fulfilling their desires with whatever product or service you provide.
Selling benefits isn’t enough
In Marketing 101, we’re taught to sell benefits, not features. In one sense, the professor is right. Features describe our product, while benefits give a reason to buy.
Where this model falls short is in our understanding of what constitutes a benefit.
As marketers, we’re often so comfortable with our product that we take it for granted. When we name a feature, our mind automatically races to the benefit. The two are so interrelated, we assume our customers make the same connection. In reality, they rarely make a connection unless we spell it out for them.
But that’s not the only problem. What we call a benefit is only a small piece of the actual advantage our customers gain from our product.
In order to successfully market your product, you must sell the whole benefits pie, not just the one or two advantages that are most obvious. You must sell the fact that your product can change your prospect’s life for the better.
Find the deep benefit
When your marketing message speaks to your prospect’s core desire, you’ll make the sale. So how do find that core desire?
Here’s a technique I call drilling down.
With this simple technique, you can transform important features of your product into a core desire. The result is the deep benefit of using your product, the real reason your prospect buys from you.
Start with an important feature of your product. Then name the primary advantage this feature delivers. In most cases, it will be a functional benefit because it simplifies a process or saves time.
But if you go deeper, you’ll find progressively more important reasons for using your product. Consider the emotional gain of the benefit you just named. Then go even deeper. Evaluate the benefits of using your product until you reach the end of the line, an essential human need.
For example, let’s say you’re selling a vitamin that contains lutein and biotin. That’s a feature. Why is it important? Better skin, hair and nails. Why is that important? Makes you more attractive. What does that do for you? Gets the attention of the opposite sex and improves your self-esteem. Why is that important? It just is.
To drill deep, you must continue asking why until you run out of answers. At that point, you’ve likely tapped into a core desire. This is your deep benefit, the essence of why people buy your product.
Now sell it
When marketing, we usually craft a message that addresses the typical sales process. We’re looking for prospects who:
- Know they have a need.
- Understand your product can meet that need.
- Consider the value of buying from you is greater than the cost.
But consider what would happen if you could transform your prospect’s need into an core desire. You wouldn’t be selling a product. You’d be offering to change your prospects’ life for the better.
Now you aren’t trying to convince your prospect to take vitamins (or whatever). You’re offering to make her prettier, happier, more attractive to the opposite sex. Now that’s an irresistible offer.
It’s important to realize an offer isn’t irresistible because it’s bigger or better or more hyped. Your offer must meet a deep desire that’s fundamental to your prospect’s future happiness. It connects on such a deep level, your prospect never feels she’s being sold. In fact, if your promise has been sufficiently proved, she’ll feel she’s getting a deal at any price.
Need help?
If you’re having trouble connecting with your prospects, contact me today. I can help you find the deep benefits of your product and craft a message that makes it irresistible.
