The One Question That Has the Power to Completely Transform Your Marketing

Whenever I onboard a new client, I ask a series of questions regarding their brand, their target demographics, what makes their business different from the competition, and more.
 
Usually, it’s a seamless process, but one question will often stop them in their tracks.
 
“What are you really selling?”
 
I don’t mean are you selling yoga pants, or kitty litter, or Volvo station wagons? I mean, what solutions are you selling? What benefit are you delivering? What’s in it for your customer?

To answer this question for your own business, it’s important to look at the different types of benefits your product or service offers.
 
For example, let’s say you’re a contractor who builds new homes. Your service would provide the following benefits:
 
Basic benefits—These benefits are expected. Your service is going to provide your customer with shelter.
 
Assumed benefits—These too are often expected. Your customer assumes that the home you construct for them will be well built, safe, and comfortable.
 
Added benefits—These add value and may be something not commonly known. For example, if your customer is a first-time homebuyer, they may not fully appreciate the financial benefits they’ll realize as a homeowner—appreciated home value, tax deductions, consistent payments as opposed to ever-increasing rent payments. Even the pride of home ownership itself.  
 
Implied benefits—These benefits are implied and almost always touch on emotions. As a builder, you’re not simply constructing a house for your customer. You’re building them a home. The word “home” itself conjures up a host of images that we embrace as a culture—family, community, putting down roots, and starting new traditions.
 
And we all know, as that plucky Kansas farm girl once famously declared, “there’s no place like home.”
 
When it comes to your business, answering this single question has the power to completely transform your marketing.
 
Are you struggling with creating marketing that will boost your business? Contact us today! We'd love to help!
 
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