Are Benefits Hurting Your Sales?
Just a thought…
What do people talk about?
Do they talk about what’s right with the world? Or what’s wrong with it?
Do they talk about what their government is doing well? Or what the government is doing wrong?
Do they talk about how wonderful it is to be alive? Or do they talk about their aches and pains?
If you want to connect with your audience, you might want to start with a tragedy.
For example, tell the story of how someone was in a horrible, dire situation and how they got there.
Then talk about the solution that got them out.
Your business, just like the TV news, is to get and keep attention.
The news business has a motto, “If it bleeds, it leads.”
If you want your customer’s attention, start with what’s bleeding.
People are wired to pay attention to the negative in order to survive.
They never notice a herd of cute fluffy bunnies (benefits) when they’re being chased by an enraged bull.
But if you can show them how someone else was about to be gored by the bull but was saved by your product, then you’ve just made the sale.
Give it a try and see what happens.