Lead with benefits. Follow with features.
Another post by Marco.
For some reason, people seem to be more comfortable talking about features rather than benefits. However, people almost never buy features. They buy benefits. Case in point. I have never heard of anyone wanting to buy Acetaminophen (main ingredient in Tylenol), but I know many people that buy ache and pain relief with Tylenol (r)
Another case. People don’t “want” memory, dual core processors or NVIDIA graphics cards. They “want” applications that run faster, a computer that runs smoothly and great graphics.
They want benefits… Features are just how they get them.
Focus your communications on what people want, and you are sure to win them as customers.
I recently made the switch from focusing on features, to focusing on benefits. It’s a hard switch but it has been worth it. By doing so, I am also focusing more on my clients - their benefits - and they like it.
Of course, I still talk features. But I leave those until the end.
The results, well, they are now a feature of my company’s fatter bottom line.
Contributed by: Marco
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Marco owns a business financing company that can provide small businesses with factoring, invoice factoring,medical factoring, purchase order financing or a letter of credit.
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Thanks, Marco. Very nice, and helpful.