That’s what they teach you in marketing school (I didn’t go but that’s the rumour)
Features tell but benefits sell.
But it’s only part of the story.
Getting customers to buy something requires them to commit to change. Change dollars in their bank account for your product or service.
Humans don’t like change. Our current situation is a safe, warm place and the future can be scary.
So just telling them the benefits is rarely enough.
If you’re selling beds. The benefit of a comfortable bed is a good nights sleep. Lovely.
But the downside of NOT having a good nights sleep could be getting angry at your kids, looking like a mess at work and putting your handbag in the fridge. Not lovely.
And most businesses are scared to go there.
Don’t want to be seen as negative.
But showing your customer there are two alternate futures – a better one with you vs a worse one without you is essential to getting commitment.
As with most things worth doing there’s a fine line.
Come across as too negative you’re seen as scaremongering and people will distrust you.
But you need to show customers there is a better future with you and a slightly worse future without you to get them to commit.
If you want a better business future we need to speak: