Connect with More Buyers Faster
All buying decisions are selfish. They just are. Consumers buy the product that makes them feel better about themselves.
This applies to personal decisions – “I look good in this suit.” – and business products – “The boss is going to notice my good work.” Or it could be, “I’m not going to get in trouble for recommending XYZ Company.”
These decisions don’t involve the features that marketers so often turn to when selling products. “I look good in this suit” doesn’t make reference to the color, the cut, the craftsmanship, etc.
Transforming features to personal benefits is an enormous challenge. Fortunately, researchers have invented a tool to help.
The Benefit Ladder is a process for understanding the personal benefits of your products and services. Here’s how it works:
- Take a feature of your company’s product or service.
- Ask yourself, “What does this do for my customer?”
- And then, “Why does the customer care about that?”
- And then, “Why does the customer care about that?”
- Stay with the process until the answer is, “It makes my customer feel good about herself.”
The personal benefits will be clues to help you develop more relevant and personal messages that connect with customers.
Kudos to Sonia Simone from Copyblogger and Remarkable Communication for introducing us to the benefit ladder.
YOUR TURN: How do you help customers better understand benefits of working with you?
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