I was honored to be a guest on Stacy Tuschl's podcast where we discussed the importance of using effective language to communicate the benefits of your product or service. In this blog post, I will dive into the main topics we discussed during our conversation and provide valuable insights on how to improve your marketing message.
Crafting Benefit-Focused Marketing Messages
One of the most common mistakes businesses make is focusing too much on the features of their product or service instead of the benefits. People don't care about the features, they care about what those features will do for them. For example, instead of saying “our software has a 24-hour customer service hotline,” say “you can get support whenever you need it, day or night.”
“Features are the vehicle that get you to the benefit,” I explained. “The benefits are what people are really buying.” By focusing on the benefits, you tap into your customer's emotions and appeal to their desires. Benefits show people what they can gain by using your product or service.
Identifying the Benefits of Your Product or Service
In order to effectively communicate the benefits of your product or service, you need to first identify what those benefits are. This requires a deep understanding of your target audience and what they want to achieve. I suggested asking yourself the following questions:
- What are the pain points of my target audience?
- What do they want to achieve?
- How does my product or service solve their problems or help them achieve their goals?
Once you have the answers to these questions, you can start crafting your benefit-focused marketing message.
Using Emotional Triggers in Your Marketing Message
Emotions play a significant role in purchasing decisions. As humans, we often make decisions based on our emotions and then use logic to justify those decisions. Therefore, it's important to use emotional triggers in your marketing message to connect with your audience on a deeper level.
One way to do this is by using storytelling. Sharing a personal story or a customer success story can be incredibly powerful. People connect with stories and can see themselves in the situation, which makes it more likely they will take action.
Another way to use emotional triggers is by tapping into your customer's desires. What do they want to achieve? What are their goals? Use language that shows them how your product or service can help them get closer to those desires.
The Power of Specificity in Your Marketing Message
General statements are forgettable. Specific details are memorable. When crafting your marketing message, it's important to be specific. Instead of saying “we have great customer service,” say “our customer service team responds within 30 minutes.”
Specificity not only makes your message more memorable, it also shows that you pay attention to the details. This can be a powerful selling point for people who want to work with a business that cares about the little things.
If you want to improve your marketing message and craft benefit-focused copy that connects with your target audience, I'm here to help. Book a call with me to discuss how I can help you improve your copy and marketing strategy.