If you can accurately identify your benefits, and convey those benefits to your market, youll be light-years ahead of most of your competition Air Max 2009 Low Heels. Youll be converting leads into sales while theyre still bogged down trying to promote features.

So if youve ever sat down to write a sales letter and wondered how youre going to grab your readers attention, or youve ever gone round in circles writing draft after draft of web copy without ever hitting the mark, now you know where you were going wrong Air Jordan 4 Heels. The only question remaining is, how do you do it right Advertising copywriters and website copywriters do it all the time and most of the time, they do it with benefits.

Benefits are the copywriters holy grail Nike Dunk SB Mid Heels. But if youre not a seasoned copywriter, how do you identify the benefits you offer your customersThere are any number of ways to identify the benefits you offer.

This article discusses just three:Customer ResearchSpeak to Your Sales TeamMake it Easy for Your Customer to Get Buy-InThe method you choose depends on your time constraints, budget, and level of customer interaction Nike Dunk SB High Heels.1) Customer ResearchThe most obvious way to identify benefits is to ask your existing customers.

Theyre spending a lot of money on your offering, so you can be sure they know what benefit theyre getting from it. (In many cases, it can be handy to ask them what benefits theyd like to be getting from you too!) Unfortunately, like everyone else, your customers are busy people. In most cases, you wont get useful feedback by simply sending an email enquiry. You have to make it easy for them to respond, and you have to make it worth their while. Think about questionnaires and surveys for quantitative data, and interviews and focus groups for qualitative data. These are the simplest techniques, but you still have to make sure you interpret the results appropriately. And always remember that theyre self-report methods. People will sometimes tell you what they think you want to hear. (Thats also why you have to word your questions very carefully try not to ask leading questions.) Of course, there are plenty of other research techniques around. Do a bit of homework and find the methods which best suit your business requirements. But dont get carried away by the possibilities. All the research data in the world is pointless if youre not talking the language of your customer.2) Speak to Your Sales TeamSadly, not every business can afford to invest in market research. If your budget doesnt stretch far enough, try talking to your sales people. Theyre out in the field every day, talking to customers. And because their livelihood depends on their success in engaging customers, chances are theyll be able to tell you what your customers want to know. (A word of warning, though Be careful not to make lofty promises. Unlike your sales team, written collateral doesnt generate a rapport with your customers. Customers wont make as many allowances, so you can only stretch the truth so far in writing before your credibility suffers. Whats more, if you do push the boundaries, youre more likely to be held to your word!) 3) Make it Easy for Your Customer to Get Buy-InIf you dont have the budget for in-depth customer research, and you dont have a sales team, a good tip is to imagine how your customer gets buy-in from their boss. Quite often, the decision maker is someone higher up the food chain than your direct audience. Your audience will probably be the key stakeholder theyll be the user of your product, or the recipient of your service. But when they find an offering they like, theres a good chance theyll have to sell it to someone further up the line. If you can make this sale easier, youll have a foot in the door. Dont just appeal to the sensibilities of the direct audience. You also need to ask yourself what they need to know to convince the decision maker. If the decision maker is a CFO, think Return on Investment (ROI) and Total Cost of Ownership (TCO). If the decision maker is a CIO or MIS, think performance, technological sustainability, availability, manageability, and ease of integration. If the decision maker is a CEO, think liability, risk management, and ROI. And only use jargon to prove you know your stuff. Remember jargon will probably have the ultimate decision maker scratching their head, not reaching for their cheque book. There are many many more ways to identify benefits. This is just a very superficial snapshot of some techniques you might like to try. At the very least theyll get you thinking benefits.In the end, the message is simple. Forget all the fancy talk about complicated revolutionary marketing principles. Forget new-age hard-sell advertising quick-fixes.