You know how much they would benefit from choosing your builbing company but they end up choosing the builder with the lower price! And you suspect (even know) that they will end up paying more than your quote once all the unexpected bills are in.
One of the time tested methods to get your potential clients signing with you is to make sure you outline for them the benefits of choosing you.
Now we are all quite used to feature laden advertising. Auto advertisers were very good at listing features e.g. 2.4L, 4-cyl, twin turbo engine. So what? What’s more important are the benefits. E.g. the 2.4L, 4-cyl engine gives you what you need for comfortable motorway driving and the twin turbo ensures you always have reserves for safe overtaking.
Think of your features as the description of your company or service. Think of the benefits as the results your client can expect. Features are all about you: benefits are all about the client. Here’s how to create benefit laden marketing statements.
- Create a list of all your features.
- Beside each feature write the benefit your client receives as a result.
- Then combine these into a benefit laden statement to use in your marketing and advertising.
Once you have created several of these benefit laden marketing statements select the top 3-4 and use in your advertising material.
Feature: We take care of the whole project from start to finish.
Benefit: You don’t need to contact various sub-contractors or organizing materials.
Benefit Laden Marketing Statement: Because we take care of the whole project from start to finish you are freed from the worry of negotiating with sub-contractors and of organizing materials and deliveries and get to enjoy the whole process.
Feature: Accurate and complete quotes.
Benefit: There are no additional payments.
Benefit Laden Marketing Statement: There are no surprise or additional payments when you accept our quote. The stated amount is the only amount you will ever pay.
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