Highly Critical: Do you really know what you are selling?
This might seem like an absurd question to ask but do you really know what you are selling? The harsh reality is 90% of business owners are unsure and in many instances inaccurate about the answer to this question.
The truth is, your customers are not really interested in the actual product or service you are offering. Does this sound crazy? Far from it. What they are actually interested in is THE VALUE they will receive. i.e. What your product or service will do for them.
Our misunderstanding of this marketing 101 principle results in our ineffective marketing and advertising tactics which most times, highlights only features of products and services, which, by the way, unless your customers are technically inclined, they don't really care about. What they do care about and therefore, should be the essence of what you promote, is how your product or service will make your customers life and experience better.
For instance, what is a hairdresser actually selling? Hairstyles or Hairdos? No, she's not. That is simply the name of the service. The hairdresser is actually selling a boost in confidence, the satisfaction of the desire to be beautiful, a finished, sophisticated, complete, polished look.
It is very important to always remember that people never buy a thing for the actual thing itself. They buy the thing because of what the thing can do for them. Understanding what you are actually selling will help you to market and advertise your product and service more effectively, highlighting the benefits to your customers versus features, which will ultimately result in attracting more customers and more revenue.
Are you unclear about what you are actually selling? Ask yourself or your customers how does your product or service benefit them and what value is added to their lives. The answers to this question will be the basis of what you are actually selling.
Happy Selling.
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