So you’ve decided to summarise your business offering in 5 bullet points. There’s only so much space ‘above the fold’ on your shiny new landing page. You need to make impact. Correct?
Think about what you’re really selling.
Selling concert tickets? We’re not buying pieces of paper. We’ve buying that feeling when the band introduce your favourite song.
Selling accountancy services? I’m not buying your time or your ability to win local awards. I’m buying the assurance that I don’t have to worry about aspects of business I know very little about.
Website designers aren’t selling you websites or responsive designs. They’re selling the opportunity that the website will provide your business. They’re selling that feeling that your business is escalating to a new level.
When we don’t know our consumer. We don’t recognise the feelings our craft provides.
Do you sell triple thick business cards or the feeling that moo.com sells … ‘Show your clients you’re proud of your business with our premium Luxe Business Cards.’
Get intrinsic. Look beyond the shiny packaging. Think about the reason why your customer values next day delivery over the 5 day option.
As marketers we get comfy talking about pain points and solutions. We understand the alternatives on offer and how our own product stacks up. The 10gb compared to the 5gb package. People don’t buy the space on the hard-drive. They buy the feeling of comfort knowing they can view and share their family photos with one click of the mouse.
You can spend all your time getting to know your products and then figuring out what problems they solve.
Alternatively, you can spend your time getting to know your customers. Then you’ll know how your product ( it’s benefits ) makes people feel.
That’s how you get to know what you’re really selling.
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