In the last post we discussed the importance of market research and appealing to your target market (not yourself) when crafting a sales message.
So once you do the research and gather the essential information about your market’s “hot buttons” (pain points), how do you bring your message together?
Again, do not forget that IT IS ALWAYS ABOUT YOUR MARKET not about you or even the product or service you are selling.
Yes that is what I said; IT IS NOT EVEN ABOUT THE PRODUCT OR SERVICE YOU ARE SELLING.
While the specs and features of the product/service are important and need to be noted somewhere within your message, they should not be the focus of your message. Since it is always about your market, you want to talk about them, their “hot buttons” and the benefits your product or service will bring.
Take a look at the two videos below, John Carlton does a fantastic job discussing the difference between benefits and features.
Tags: allison nazarian, crafting a sales message, John Carlton, market research, markets, product benefits, product features
