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WEBSITE MARKETING

How to Use the Big Benefit to Increase Your Sales and Profits
By: Developer Shed
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    2004-03-03

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    How to Use 'The Big Benefit' to Increase Your Sales and Profits
    by Bob Leduc


    Copyright 2000 By Bob Leduc

    People buy products or services from you because they expect
    to gain a benefit. The benefit is more valuable to them than
    the money they spend to get it. You can use that benefit 3
    different ways to increase the results produced by your
    marketing efforts.

    1. Immediately state the benefit to draw the prospect into
    your promotional message.
    2. Dramatize the feeling of enjoying the benefit to
    intensify your prospect's interest.
    3. Stimulate your prospect to start enjoying the benefit NOW
    by taking immediate action to get it.

    Apply all 3 of these when you develop any promotional
    material -- including the content of your website.

    1. STATE THE BENEFIT IMMEDIATELY

    ...to draw the prospect into your promotional message. State
    the benefit in the headline of your ad, the first sentence
    of your sales letter or in a title at the top of your
    webpage. Use it as the opening of your audio or audio-video
    promotions. It immediately captures your prospect's
    attention and provides a compelling reason to continue
    reading or listening.

    For example, I recently saw this headline at the top of a
    webpage: "Increase Your Online Profits 40% Now". The website
    offered businesses the service of accepting credit card
    payments online.

    2. DRAMATIZE THE FEELING OF ENJOYING THE BENEFIT

    ...to intensify your prospect's interest. Use a word picture
    to help your prospect visualize the feeling of enjoying the
    benefit you offer. Here are 3 examples you can use as models
    for developing your own word picture:

    "Know all your bills are paid as you and your family leave
    on a 2 week vacation." (a financial planner)

    "The pleasing aroma of this new shampoo reminds you of
    driving through the country after a fresh spring rain."
    (shampoo offered by an MLM distributor)

    "It's Monday morning. As you get up, all your neighbors are
    already on the freeway trying to get to work on time. You
    have breakfast with your family and decide how to spend the
    day while your customers place their orders at your new
    automated website." (An Internet business opportunity)

    3. STIMULATE YOUR PROSPECT TO START ENJOYING THE BENEFIT NOW

    ...by taking immediate action to get it. Three of the ways
    you can persuade immediate action are:

    ** Make an offer with a short time deadline. (discount,
    bonus, etc.)
    ** Provide several easy, fast ways to buy. The more the
    better. (online, phone, fax, etc.)
    ** Guarantee fast delivery. This is easy if you can deliver
    your product or service online. Otherwise, offer to ship
    your product immediately or start providing the service
    immediately after your customer orders it.

    IS IT A BENEFIT?

    Be sure you're promoting the biggest benefit your customers
    get from your product or service -- not a feature of it. A
    feature is what your product or service is. A benefit is
    what your product or service does for your customers.

    For example, an anti-virus software program may include
    weekly online updates. That's a feature. The benefit is -- a
    new computer virus will never destroy any data on my
    computer. That's the result a buyer wants. People never buy
    something to get a feature. They always buy to get the
    benefit produced by the feature.

    WORKS FOR A SMALL AD TOO

    Including all 3 methods of promoting a benefit in a small ad
    can be challenging because of the limited space available.
    Here's an example of how one business did it with only 18
    words.

    "Take more profit from your business and enjoy less stress!
    Find out how - before your competition does."

    Customers buy your product or service to gain the benefit it
    offers. Determine what that benefit is. Then use it 3
    different ways in all your marketing materials and
    promotions. You'll be surprised by how it increases your
    sales and profits.

    Bob Leduc retired from a 30 year career of recruiting sales
    personnel and developing sales leads. He is now a Sales
    Consultant. Bob recently wrote a manual for small business
    owners titled "How to Build Your Small Business Fast With
    Simple Postcards" and several other publications to help
    small businesses grow and prosper. For more information...
    Email: mailto:BobLeduc@aol.com Subject: "Postcards".
    Phone: (702) 658-1707 (After 10 AM Pacific time)
    Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133l

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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