“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” -Theodore Levitt (American economist and professor at Harvard Business School)
A company by the name of Creative Technology tried to sell MP3 players before Apple ever came up with the iPod. The reason they didn’t succeed is because they focused on the features. They described their player as a 6GB MP3 player. That means nothing to most people. When Apple came out with the 5GB iPod in 2003, they described it as “1000 songs in your pocket”. That made all the difference in the world.
Sell the solution, not the process
Have you ever gone to the store and thought “I’ll buy this floor cleaner because I really like floor cleaners!”? I certainly hope not! People buy cleaning products so that they can have a clean house and you can go even deeper into why someone wants a clean house. There was an ad here in the UK for a toilet cleaner that insisted your guests are judging you based on how clean your toilet is. I thought it was odd because I would hope my friends aren’t that shallow, but I couldn’t deny that it was brilliant because it spoke to people who want to impress their house guests. The product is just the vehicle to get them to their destination.
What is your customer’s destination?
You’ll need to know the difference between features and benefits in order to implement this so here are some definitions:
A feature is what your product or service has. For wedding planners this includes a certain number of meetings, checklists, budgets, design boards, vendor recommendations, etc.
A benefit is what those features mean to your customer. How do the features benefit them? Maybe you save them time, money or stress. Your customer doesn’t know that from reading how many hours they get with you, they only know that when you clearly state what they get.
Features speak to the logical part of our brains, but not the emotional part. That is what we need benefits for. In order to figure out what the benefit is for each feature you have ask “so what?” from your client’s perspective. It might be helpful to do this with someone you trust instead of doing it alone.
Here’s an example:
“We recommend vendors to our clients” …so what?
So they don’t have to find them without our guidance …so what?
So they know their wedding is in good hands …so what?
So they can enjoy their engagement without feeling stressed or worried about who to trust
You can either just use the benefit in your website and marketing copy or use the feature and the benefit with “so that” in between. An example would be “We recommend vendors perfectly suited to you so that you don’t spend your engagement stressing out and worrying about who to trust”. Doesn’t that sound so much more enticing?
Take some time today to review your website and marketing copy to see how you can go from something no one understands like “6GB MP3 Player” to something people can get excited about like “1000 songs in your pocket”.
Today’s post is a guest post from Heidi Thompson. Heidi is the founder of Evolve Your Wedding Business and a marketing maven for wedding pros who want to kick ass in business and get out of the dreaded feast or famine cycle of doom. She teaches these awesome entrepreneurial ladies and gents how to do amazing marketing on a tiny budget and create a consistent flow of leads because in business, it doesn’t matter how good you are at what you do if no one knows about it. Heidi has put together an additional resource here: How Your Website Is Keeping You From Making Money & What To Do About It.