Winning at small business requires not only being talented at something, work you enjoy doing, but as I often preach, running the business like a business. More on that some other time. What seems to be the biggest challenge, and the source of the greatest frustration, is how to market your small business, especially a service. Most of us are not naturally good at marketing, especially if your personality is not the salesperson type. So, here are some things I’ve learned along the way to keep in mind when creating any marketing copy…
Sell the benefits, not the features. It’s OK to list the features of your product or service, but don’t just boringly list them without explaining them. Explain what the benefits of the feature are, you’ll want to show that having or using it will give them something they desire. Features are boring.
What is the most effective way to market? It is to convey a benefit that they end up saying to themselves, “I want that”. Now, rather than crudely clubbing them on the head like a caveman, try a more subtle approach. Suggest, don’t state. Suggest that they will feel this way or that way. Do it indirectly, by inference. Don’t state assertions directly, HINT at them.
What people really want is to experience the feelings and benefits they see other people having or experiencing. You wouldn’t state that your widget was XXX as a matter of fact, you might show someone who had one or was using it- smiling, laughing, having a wonderful time, you are “implying” that they are benefitting by inference.
That’s why testimonials are so effective. It’s not YOU saying it. No one will believe you, but seeing another person’s enjoyment makes it acceptable, and makes them say to themselves, “I want that too!”
To sum it up, people want the good things they see other people experiencing. Hint, don’t state. Have someone other than you doing the talking, they don’t believe you, you’re just trying to sell something.
Leave me your thoughts…