Mar 15 2010
3 Laws for Success with Small Bussiness Advertising using Classic Salesmanship
What makes a customer purchase a product or service? One reason might be classic salesmanship from a salesman to a customer. But what entails classic salesmanship? It inclides getting to know the customer and how they can get the best from a product or service. The salesman then directs them to the product or service with the features they need to get the benefits desired.
A good salesman will do things that most small business advertising does not. They elicit emotional responses with a customer using personal connections. Then they back up that emotion with reasoning and logic that supports what they want to do based on that emotional response.
Most small business that advertises using print and other media simply tout the features of a product or service instead of explaining to the customer how they will benefit from those features. Put simply, customers only care about features that directly benefit them.
A vehicle that can hold up to seven passengers is one example. But if I have a family of three, I have no reason to want or need this feature. It has no benefit for me. But if a good salesman were to discover that my only child has a bunch of friends over all the time, and that I shuttle them frequently between activities, classic salesmanship can take over and the salesman can recognize how the feature can benefit me.. That vehicle with room for seven can make my life easier because I can fit everyone into the vehicle and be the great parent because my child can spend time with more friends.
In order to create some effective small business advertising, you must know your customers or potential customers, and know something about them. When you know enough about your customer to describe them, you can create small business advertising that is directed specifically to them. You can demonstrate how they will benefit from your product or service.
The key to success in small business advertising can be summarized in three words: Features. Benefits. Emotion. But the response you want to get and the order of these words and concepts matter to potential customers is backwards.
First, your small business advertising must elicit emotion. It has to create a response or reaction that’s based on emotion. They need to feel connected to your product or service and desire it.
Next, you must justify the emotional desire from your customer by showcasing the benefits in your advertising. People are looking to purchase a product or service that they desire, but they must first justify the expense. By describing the benefits, you help the customer justify their expenditure on your product or service.
Finally the features of a product or service can be showcased. But remember, features only matter if they actually demonstrate real benefits that support the customer’s emotional reaction and desire to purchase in the first place. So never start in your small business advertising by focusing on the features.
Don’t forget, if you want actual business to result from your advertising, then you want to gain your responses in the proper order. Emotional response comes first. Describe the benefits that justify the purchase second. And third, showcase features that provide benefits.