Change Your Strategy for a successful product marketing campaign.
Is it possible to sell more products by simply changing your marketing strategy? Yes, it is entirely possible, and this article will discuss how to do this by emphasizing both the “benefits” and the “features” of your product. If you are scratching your head right now in confusion, then allow me to explain.
1. Features refer to information regarding what your product has been created to do, the actual measurements for the product, and other specifications.
2. Benefits reflect how the product can actually help the consumer and make his or her life easier. Although many “features” can actually sound like “benefits”, the main way to differentiate between them is to remember that “benefits” create an emotional response that the consumer can connect to.
I. Communicating Benefits Can Result In More Sales:
For instance, let’s pretend that you are trying to sell global positioning navigation systems for automobiles. While talking to your customers, you tell them that your particular brand comes equipped with a top-notch interface, automatic zoom, wireless backup camera, and Bluetooth connectivity. Although all of these “features” sound very beneficial; they do not really elicit any real emotional response or strike a chord that your consumers can really relate to. In fact, these types of technical specifications can actually be very confusing to some customers. If the consumer is unable to “connect the dots” on your marketing ad, then he or she could very well draw the wrong conclusions. For example, although your navigation system is precise, technologically savvy, and time-efficient your customer may actually believe that it is complicated to use and time-consuming.
On the other hand, let’s say that you tell a story that your customers can relate to in order to explain what your product can do such as this: Let’s say the customer is running late and is scheduled to pick up his or her young six-year old child from school; or perhaps an important job interview is scheduled; or even a business appointment; and there is a major wreck ahead on the interstate. In fact, traffic is building up very quickly and it may come to a complete stop at any moment, which could take several minutes or even hours to be cleared up. Obviously, the driver doesn’t have time to wait. He or she needs to take an alternate route immediately in order to get to the designated appointment on time. If your customers choose your particular navigation system over the others, then they will have the assurance that the state-of-the art system is easy to use; it also comes with a camera that alerts them to obstacles when backing up the vehicle; and will provide them with the latest up-to-date information, maps, and traffic information in order to get them where they need to go as quickly as possible along with an automatically installed phone option to call ahead if needed.1 Moreover, one of the easiest ways to determine the top benefits of your product is to make a list of at least five tangible characteristics from your customer’s point of view. Then, you will only need to develop benefits for each one. Keep in mind that you will want to tell your consumers how a particular “feature” will “benefit” them in a way that will acquire an emotional or intangible reaction. For instance, if you are trying to sell a winter sweater with nice deep pockets, then the fact that the sweater has pockets sewn onto the front of it would be the “feature”; whereas, having a specific place to keep your car keys and to warm up your hands in the winter time are the “benefits”.
II. Connect With Your Target Audience:
It is important to identify and relate to your target audience when preparing your marketing strategy. Let’s say that you are a toy manufacturer that wants to create a new line of infant toys to help facilitate learning foreign languages. Your first step would be polling parents and potential parents in order to determine which languages that they are interested in teaching their children. In fact, no matter what product or service you are selling, it is advantageous for you to know as much about your potential consumers as possible. For products that you already sell, it is good to know what the customer does and does not like about them in order to make improvements which can translate to more sales. Any time that you can solve a problem for a consumer in a timely way that is affordable, then you have the potential to earn more sales. There are many ways to acquire feedback from consumers such as placing phone calls, taking surveys, or asking them face-to-face when they visit your store.
As you can see, turning your list of “features” into “benefits” is not that difficult if you will put it into practice. By taking the time to make a list of product features and converting them into benefits, you will be gaining a marketing advantage as well as possibly be able to tap into some new target audiences that you have not even considered before. In addition, personally interacting with your customers may allow you to improve your existing product line and even come up with some new features that you have never even considered. And any time that you can solve a consumer problem, this can mean even more profitable sales for your company.