Discuss
Benefits in New Product Marketing
"If You Want
Your Marketing to Produce More Sales,
Your Marketing Must Focus on Product Benefits"
by
Peter Geisheker,
CEO, The Geisheker Group, Inc., (920) 471-1638
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In
this marketing article I am going to discuss the most important element
of marketing - turning features into powerful product benefits. If you
want to increase sales, you must focus on the benefits of your
product, not the features.
So what is a product benefit compared to a product feature?
A product benefit explains how a product or service will help a person. If
I buy this product, how will it make my life better? Will it
save me money? Will it make me feel better about myself? Will it
make my life easier? Benefits are very powerful sales tools
because people buy products and services for an end result. |
A feature explains a fact about what a product does such as a
specification. For example, the new ZMX car has anti-lock
brakes. That is a fact about the car - it has anti-lock brakes.
The problem with only listing a feature is that a feature does
not explain why it is helpful - how it benefits a person. Why
would you want a car with anti-lock brakes? The answer to that
question is the benefit. Anti-lock brakes are much safer because
they keep your tires from locking up and skidding so you do not
lose control of your car. Therefore, if you drive a car that has
anti-lock brakes, you are less likely to be in an accident. The
benefit is the positive end result. In your marketing, it is
that positive end result that you want to focus on.
Here is another example. XYZ Car Company has developed a new car
that gets 100 miles per gallon. The feature is that the car gets
100 miles per gallon. But what is the benefit? Why would a
person want a car that gets 100 miles per gallon? The benefit is
that you will save a fortune on buying fuel.
If you want to improve your marketing and increase sales, you
absolutely must focus on the benefits of your product or
service. Whenever you say what your product does (a feature),
ask yourself, "how will that feature help my customer? What is
the benefit of that feature?" If you do that, you will
immediately see your sales increase.
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If you need help
creating a marketing program to determine the precise strategies
you should be using to market your company, or you need help
developing marketing materials such as a brochure, a press
release, sales copy for your website, a display ad, or a sales
letter for a direct mail piece, please call (920) 471-1638 or
email us. We would love to help you improve your marketing.
To view all of the different marketing services we provide,
please visit
http://www.marketing-consulting-company.com.
To Your Success!
Peter Geisheker
CEO
The
Geisheker Group Marketing Company
"We don't help you compete, we help you dominate™"
(920) 471-1638
Fax: (920) 491-9090
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