You can’t bore your customer into buying
Michael Gray
I help companies that serve accountants create marketing communications to increase sales and build relationships.
When we create a new or improved product or service, we are very excited about it. After all, it’s our new baby!
Like a parent of a newborn child is excited about its eyes, nose, fingers and toes, we are excited about the technical features and details of our product or service.
Our friends and family may agree that we have a beautiful child, but they will never be as excited about its features as we are. When we talk about the first time our child crawls or takes a step, their minds have drifted elsewhere.
I hate to break the news to you. They don’t care.
When most customers read an advertisement for a car that details features like power rack and pinion steering and the wheel base, they probably have no idea what the advertiser is talking about. Their eyes might glaze over and their thoughts start to wander when reading technical features like these in an ad.
The customer wants to know how this product or service will solve the customer’s problems and make his or her life better.
There are two magic words that will bring the features alive for the customer.
The two magic words are so that.
So that connects a customer benefit to a feature.
“The Corvette has power rack and pinion steering so that you can easily and securely control the vehicle.”
“The Corvette has a 107.2” wheelbase so that you get the feeling of the road when driving this high-performance car!”
Expert promotional writers use other devices, such as illustrations, word pictures and stories that paint the customer suffering from a problem, solving the problem and enjoying the benefits of the product or service.