Features tell, benefits sell. “Small Business Stacey” shares her strategy of “so that you can” marketing to transform features into benefits. #SmallBizMarketingWiz #ASmallBizLife
Marketing in 2 Minutes or Less: So That You Can Marketing
I went to my local bike shop, and I just wanted a bike that I could use for everyday fun, casual, leisurely use. And the local shop owner, you could tell he was just so excited boasting everything he knew about bikes. He’s like, “You need this highbred with an aluminum frame with 24 gears, cantilever brakes, a Shimano drivetrain.” And I was like, “Oh my God, I don’t speak bike, I have no idea what that means for me and I left there feeling so frustrated and confused because all I wanted was a bike. A fun bike that I would enjoy riding. So the marketing lesson is that sometimes we get so excited about our own product, services and solutions that we forget to transform that into how it benefits the customer, client or patient.
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The way you do that is with what I call, “So that you can marketing“. So if this bike owner had positioned his conversation correctly, instead of preaching to me that I need 24 gears on a bike, he could have said, “This bike has 24 gears so that you’ll never have a problem going up a hill.” Or he could have said, “This bike has whatever brand of disc brakes so that you’ll never get stuck in the mud.” So for each of the features that he was rambling off that really meant nothing to me perhaps, he could have said, so that you can, so I can understand the benefit. That’s your marketing lesson for today. Because remember, people buy what’s in it for them. This was a very valuable lesson for this bike shop owner.
Content is King but engagement is Queen, and the lady rules the house!
So what are you going to do to transform your features into benefits so that you can? Leave me a comment below.
This is Small Business Stacey, your Small Biz Marketing Specialist here to help you get your marketing into action and help you become a #SmallBizMarketingWiz.
Stacey Riska, aka "Small Business Stacey" is a serial entrepreneur who is passionate about saving small - and not so small - businesses one marketing plan at a time. She helps business owners become a #SmallBizMarketingWiz by teaching them marketing strategies that get MORE: MORE leads, MORE customers/clients/patients, MORE sales, and MORE profit. Stacey's in-demand "Small Biz Marketing Success Coaching and Mastermind Program" is transforming the businesses - and lives - of those who want wealth, freedom, and market domination. Her highly acclaimed book "Small Business Marketing Made EZ" lays out the 6-simple-step plan to get your marketing into ACTION - literally and figuratively. Stacey is also the creator of Cups To Gallons, the place where independent coffee, smoothie, juice bar, ice cream, dessert and snack shop owners go to learn how get into lucrative catering so they stop selling by the cup and start selling by the gallon. In this program she teaches from experience, as it was the key strategy that transformed her coffee and smoothie business from being $500K in debt to a 7-figure profitable business. When not saving the small business world, she enjoys sipping red wine, eating chocolate (who doesn't!) and spending time with her amazing husband.
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