"Just maybe your snazzy benefits are murdering your sales?"

3 replies
"Yeah but Ewen, people want benefits,
love benefits and buy benefits."

I hear you say.

Probably read about it being true.

Well there is time and place for everything.

And rolling out your big killer benefits first
is a mistake.

Why?

Because you haven't shown you have understood the reader.

How hard is it to find someone who really understands you?

Get my point?

So starting off with naming a problem of theirs
gets their attention.

The monkey brain in us is still active in 2012
and is always on the lookout for danger and avoidance of pain.

When gazillion messages coming at ya daily,
you gotta be the smartest cat in the jungle and
get peoples attention, not from shouting,
but mentioning a big bad problem they are already facing,
or alerting them to one which may create dire consequences from not acting now.

Then you roll out your snazzy benefits of your solution.

Problem + benefit, in that order.

Now they'll be happy reading what you've got,
and you live happy ever after because people are buying more from you.

Don't you just love happy endings?

Best,
Ewen
  • Profile picture of the author Jason Kanigan
    Right. Don't present until you're sure this person is a fit for what you offer.

    Otherwise a) they don't care or b) you'll scare them off.

    Find out about their world first. See if what you offer is a good solution--we would hope it's the BEST solution. Then find out if those benefits matter to your prospect ("I think I can help...John, I don't suppose reducing the number of screens and data entry time for your accounting staff would impact your bottom line, would it?").
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    • Profile picture of the author ewenmack
      Originally Posted by Jason Kanigan View Post

      Right. Don't present until you're sure this person is a fit for what you offer.

      Otherwise a) they don't care or b) you'll scare them off.

      Find out about their world first. See if what you offer is a good solution--we would hope it's the BEST solution. Then find out if those benefits matter to your prospect ("I think I can help...John, I don't suppose reducing the number of screens and data entry time for your accounting staff would impact your bottom line, would it?").
      I can see you and others doing it on a one on one basis, live.

      Becomes a little more of a challenge when advertising.

      So you have to take your best shot at naming the most urgent problem,
      whether known or not known to them.

      However the unknown problem still can be tied into an existing one.

      The lead in could be...

      "John, you know your loyal office manager is good,
      but the weekly wages can hurt at times.

      Research by xx xxx has shown if you just did this no cost
      thing, her productivity may jump up by 37.5% within 30 days.

      So we are naming the weekly wages as the pain point
      which comes around every week.

      The data entry time could be the culprit,
      but it is unlikely to be as top of mind as the wage bill.

      Then of course you can introduce the lowering data entry time
      as being the solution to more productivity for his wage bill.

      An easier solution than reducing the wage bill.

      Best,
      Ewen
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