Unlock the door to successful marketing!

What is in the product for your customers?

Marketing rule number one is don’t sell your product or service, sell the product of your product or service. Or to put it another way, always sell the result of your product or services provide to for your customer. This is not an easy concept to grasp. We are so enmeshed in our business on a day to day basis it is often difficult to see past our product.

But this concept is absolutely critical if you are to be successful in marketing your product or service. You have to step outside your business and see it from your customer’s point of view and ask yourself why would I buy from this business.

And then you must promote those benefits. Don’t just tell them about the what your product is, tell them how it will benefit them, why it is valuable, it will make them rich, fix their problems, whatever. Why it is different. People buy different!

The better you are at painting an elaborate picture of their wonderful future using your product or service, the more successful your marketing will be. Consumers don’t buy your product or service because you want them to, or because you think it’s a good product or service.

People will buy your product or use your services if you provide them with reasons, very good reasons to buy. In other words, benefits, benefits, benefits, the product of your product. You have to be positively clear about the difference between your product and the product of your product….between the features of your product and the benefits of your product or service.

Features only describe the product or service itself. Benefits tell your customers what the result of those features will mean.

Here are some examples that highlight the difference between your product and the product of your product, to make it easier to understand. Remember that the product of your product is the benefit to the customer!

The product is landscape gardening. The product of the product is a new look for your house that will add $20000 to it’s value.

The product is a Mercedes-Benz, the product of the product is prestige.

The product is a Mega Vaccuum Cleaner. The product of the product is super clean carpets.

The product is n accountancy CD, the product of the product is more money in your pocket at tax time.

The product is health food, the product of the product is more energy and vitality.

It’s vitally important to your success that you understand the difference. Marketing rule number one is…… don’t sell your product or service, sell the product of your product or service!

Good luck in your business, Patrick