Spotlight the Benefit

Sometimes, the benefit and value of your product or service might seem apparent . . . to you. In the early days of advertising, when an advertising executive toured a brewery, he was impressed by the way the bottles were steam-cleaned. (Of course, this was back in the days of returnable bottles!) When he spoke with the company owner about that, the owner told him that all brewers did that. Everybody steam-cleaned their bottles. The key was that the information about the bottle-cleaning process was not common knowledge to the public. The result? A very successful advertising campaign that promoted “steam-cleaned bottles.” While his competitors knew that they also steam-cleaned their bottles, the public did not, and if any of his competitors were now to include that bit of information, they’d be seen as “me too” sorts, copying what the public saw as a USP and extra value. Look at your business. Is there something about your product that has value that’s apparent to you, but that your customers don’t know about? Is there a way you can leverage it like the “steam-cleaned bottle” example? It’s not your customers’ jobs to know about the value you offer. It’s your job to tell them.   Keep in mind that however you set yourself apart, you must offer first-class, unbeatable service and/or a quality product. The advertising campaign touting “steam-cleaned bottles” would not have been so successful if the beer was tasteless. If you offer a service, what else can you add to set yourself apart and charge a higher price? As I said, your customers will be willing to pay more for greater value. Spotlight the benefits. The more you can offer to your customers, the less likely they will have to look elsewhere for additional services. That’s exactly how I evolved No Hassle Newsletters (www.NoHassleNewsletters.com). I kept adding services and additional products, so my customers didn’t have to look elsewhere for content, design, or printing and mailing. When I saw that social media was creating marketing challenges for my current customers, I decided that I should add that too (www.NoHassleSocialMedia.com), and I spotlighted the benefits. Looking for more ways to boost your profits? You can find them all in my latest book: “The Fastest Way to Higher Profits: 19 Immediate Profit-Enhancing Strategies You Can Use Today.” Your job as a business owner is to start nurturing, developing, and building...
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