Marketing is all about telling a compelling story that connects with your audience on an emotional level. One common mistake brands make is focusing too much on product features rather than customer benefits. When it comes to content in marketing, a simple change in perspective can magnify your sales to multifolds. The secret: Don’t just sell the features – sell the benefits! As one of the top performance marketing agencies in Kerala, this is what we continuously make our clients project through their ads and marketing strategies.
What do we mean by this? Well, it’s simple. Customers don’t care about specs and technical details as much as they care about how your product or service will improve their lives. As a marketer, your job is to translate those features into meaningful benefits that target your customers’ needs and desires. Once you succeed in that, even word of mouth is enough for your products and services to get maximum leverage in sales. But, you have to ignite that spark yourself first. Let’s see how.
Let’s take shipping your product as an example. Saying “fast shipping” or “free 2-day shipping” tells customers a feature, but it doesn’t tell them why they should care. A better approach is saying something like “Get your order by Friday so you can spend the weekend enjoying your new [product].” This taps into the customer’s anticipation of using the product.
Storage capacity provides another opportunity to sell the benefit over the feature. Sure, saying “1 TB hard drive” gives a spec, but saying “Store 500 of your favorite movies and TV shows” helps the customer envision all that extra storage space filling up with the entertainment they love.
Finally, when selling mattresses, avoid simply listing certifications and specifications. Instead, zero in on how your mattress will tangibly improve someone’s sleep and reduce back pain. This appeals to desire for better rest and avoiding discomfort.
The above examples are random and may not have anything to do with your product. But, each product and service has a bunch of features that can be translated into a benefit with the help of the right performance marketing agency. And we have already helped many brands to catapult their sales with this simple technique. Remember, even though it may sound simple in theory, it takes creative thinking, effort, and several trial-and-errors to craft the right content in marketing that yields the maximum results.
In summary, avoid hype-filled adjectives and focus on crafting customer-centric messaging. Ask yourself how your product positively impacts someone’s life. What outcome does it enable that your audience really wants? Find that emotional hook and build your story around it.
Every product has its list of features, but compelling content in marketing is about the experience and fulfillment the customer seeks. Sell the benefits around the features, and your message will resonate far more powerfully with your audience.
For more marketing tips on performance marketing and social media marketing, follow @Neelunco.