January 30, 2020

Marketing. Your Benefits.

In theory, marketing is easy. All you have to do is understand who your product
can help and how, and then explain that to people so they take interest and buy.


So, first question: Who will buy your Product / Solution, and why?

When you talk about features, it’s all about you, your company, and your product. Yet,
when you talk about benefits, you naturally focus on the needs of your audience.

HINT: Talk about benefits to stay focused on your audience


And it could be that there are various different audiences that will buy for different reasons. Better write down who your different audiences are, and the top 3 benefits (or top 5, if you can’t stop yourself, but no more than 5) of your product to each of those audiences.

Benefit - personal win that client gets from using your product / solution.

Some of the most compelling benefits are: save time, save money, increase revenue, improve financial returns, reduce hassle, enjoy peace-of-mind, get better results, be seen as smarter, and so on.

HINT: repeat and reinforce the differentiating features of your product.

Make your benefits more believable by explaining how they arise.
For each benefit, and for each audience, create a sentence that takes this form:
Benefit from our product, which has Feature and that means it does Advantage.

HINT: Advantages can be benefits too.


Note that, to business audiences where the messaging is less personal, advantages can very often act as benefits statements. For instance, the advantage of ‘increase your capabilities immediately’ could potentially work as a benefit to an educated
business audience that understands the underlying implications.

Once you've identified your

  • target audience
  • benefits
  • features
  • advantages

you will be ready to write your master service description - VALUE PROPOSITION.

Value Proposition - brief, 70-100 words explanation of what your solution is, what it does, and why each of your audiences should care.

An alternative way of arriving at your value proposition is through our derived formula.

Answer the following questions thoroughly - https://forms.gle/xhsbawRc1bmDwBUMA

You will get '8 Essential Writing Tips' for FREE

and an offer to buy set of 3 TEMPLATES to formulate your value proposition statement.

HINT: VP is your content to prepare materials for Digital Selling & Marketing.