Don't forget WHY your customers buy from you

What is the major reason a customer makes a purchase that most advertising misses?

Ask that questions of any sales, advertising, PR, Promotion and marketing person you know. You'll hear price, convenience, timing, need and more, but the answer is almost always perceived or real benefit to be received. Will it make us healthier, sexier, stronger, faster, look better and so on?

The failure in most marketing communication is a focus on features not the benefit. This should be as obvious as the nose on your face. It is commonsense. It is too rarely used.

Don't forget the benefits!

Features VS. Benefits, Which is Better??

Why is it that so many advertisers have failed to grasp the basic understanding that people don't buy features, they buy benefits

If features are communicated from the advertiser's perspective rather than benefits of the targeted audience's perspective, they are doomed to failure or at best minimal success. After all the singular most important interested the individual has is themselves and that which will benefit their lives and those they care about. It is just common sense. . .which unfortunately has become the uncommon factor in most marketing efforts.

Best, Curmmie