Whenever you are selling a product or service, always put yourself in the other persons shoes and ask yourself “What’s in it for me?”.
If you review your sales literature, are you focusing on the features or the benefits?
Features are things like, “this software works on Windows 7, Windows Vista, Windows XP”, but benefits are things like, “With this software, you will save time because..”
Or, “with these tips, you will become a more confident speaker”, or “taking this supplement daily can improve your..”, see what I mean?
Take this a step further and turn the benefit into a story by recounting the real life experience that one of your customers had with the product or service that proved to be a benefit to them.
How do you get such stories? Certainly never make them up, because there are strict penalties against false testimonials on websites. Simply ask your customers to write a written testimonial, and then place that on your website in the correct location. For example, if one of your customers benefited greatly from your fast delivery times – put their testimonial near to the place on your website that talks about delivery times. If a customer got great results from a product, put their testimonial near to that product on your website.
The same would also apply in print media. Always make the stories relevant to the buyer at their specific stage in the buying process.
Remember that people buy based on emotions, and justify their purchasing decisions based on logic.
If you have any experience of this in your business please use the comments form below!