[margin30] Do you ever struggle to get potential clients to see how much you could help them? I work with companies that do amazing work, and most of them face this communication challenge. As a result they’re not closing as much business as they’d like, and they’re not serving as many people as they could. …
We love helping our clients achieve the greatest possible success. But sometimes, it seems like they themselves don’t want that. Many clients only want the most basic, stripped-down version of what we offer. And other clients ignore our suggestions for proactive, preventative work, and only come to us when something blows up on them. Why …
Why is it that your past customers rave about you, but prospective customers often don’t realize how much you have to offer them? It’s so frustrating when they don’t “get it” and they don’t buy. It’s because conventional marketing is selling you short! I’ve developed this new process so you can quickly crate marketing that …
If you’re like most businesses, a handful of customers are responsible for a large amount of your business. Here’s a great way to thank them this holiday season, while helping boost your year-end sales! This technique comes from my Aunt Sandy, who’s used it in her store to boost holiday sales for years. Send your …
Most of your customers like buying from you. Some LOVE you. And some…well you can’t please them all. But are your customers happy ENOUGH? Have they been getting happier over time? Or could your product or service quality be slipping a bit? How do you know for sure? Fortunately, there’s one simple way to know …
Branding might seem like a luxury, but it is an engine for sustainable revenue growth. When you have a powerful brand, your customers have a deep, gut sense of what your business stands for. And they will think of you whenever they (or their friend) needs your type of product or service. A strong brand is a key ingredient to converting first-time customers into repeat customers, and converting repeat customers into eager referral sources.
Here are 5 keys to creating a strong brand (and related traps to watch out for!). How does your business stack up on each of these dimensions, and what can you do to strengthen your brand?
An elevator pitch isn’t just for people who are starting a new business. It’s important for all business owners to have a potent 30 seconds at their fingertips. You’ll find it a powerful way to attract new customers, partners, or whomever you want to meet. The elevator pitch isn’t just for the elevator, or just …
Do you feel like potential clients don’t always understand how great your offering is? Then this article will be a quick win for you!
Having helped hundreds of companies significantly increase their growth, I’ve found that some simple tweaks to how you talk about your product makes a huge difference in how it resonantes with customers.
Here’s the simplest way to get started on this easy change: by understanding “features” vs “benefits.”
“Features” describe the product or service and what it does. For example:
Diet Coke has 0 calories
The new iPad has a retina display
Our movers pack your belongings carefully
“Benefits” show which of the customer’s needs will be met. For example:
You won’t gain weight when you drink Diet Coke
Movies look more lifelike on the new iPad
Your stuff won’t break during the move!
Benefits are much more powerful, because they tell the customer exactly why it matters. The benefit answers the “so what?” It speaks in the customer’s language, rather than in your language. So it motivates them more strongly to buy.
BUT — right now I’d bet you’re talking mainly about features. You see, we’re so eager to share how awesome we are, that we talk too much about ourselves. We talk about our process, our experience, our secret sauce.
Sometimes you might think, “Well the benefit is obvious!” True, people can connect the dots–0 calories means it’s better for my diet. However, you have your customer’s attention for a very brief time. Don’t make them do this extra work! Connect the dots for them, so they are sure to see the benefit of what you’re offering.
