Is your marketing effective? Do your customers actually respond in productive ways, such as making purchases or seeking further information? If you’re just not seeing much return on marketing investment it could be because what you’re doing simply isn’t engaging your customers. This is frequently because one crucial step is being bypassed in the process – giving customers the opportunity to understand the benefit.

Why don’t customers respond to your marketing?

You may have spent thousands on great content, email marketing, the right ads in the right places and building up a social media presence that gets some positive responses. However, if you’re still not generating sales as a result of all that effort then it has been for nothing. Many businesses today go through this process of trying to understand why customers just aren’t responding to marketing. Often, marketing campaigns appear to have all the right components, including:

  • Full explanations of the features of a product or service
  • Highlighting the ways in which your product or service is better than the competition
  • Investment in customer experience to ensure that it is seamless and well planned
  • A clear vision of who the target market is for the product or service
  • Putting time and effort into ensuring that you have a strong offering that has been assessed for potential obstacles and flaws
  • Identifying the advantages that exist if customers opt for your product or service

The list above seems like a pretty comprehensive approach to marketing – and yet despite ticking off every item many organisations still fail to make headway when it comes to sales. So, what’s missing?

It’s all about the benefit

If your current marketing doesn’t specifically focus on the benefit that customers will get from using your product or service then it may well be wasted. Benefit is what gives customers a reason to make the right choice by personalising your product or service to their situation. It’s not something that can be implied or left to chance – or stated quietly in the hope that the customer will pick up on why your brand is the best one. Benefit has to be clearly and obviously highlighted and this is often a challenge for brands. In particular, it’s very easy to become so used to these benefits if you’re working with a product or service day in, day out that they become so integrated into your way of thinking that they aren’t mentioned.

How to focus on benefit in your marketing

From landing pages to blogs, sales scripts and social content it’s worth revisiting every piece of promotional writing that you’re using to market your product or service to ensure that it is benefit focused. This will require an examination of:

  • How customers are going to be better off thanks to your product or service
  • Why it is the safer choice
  • Ways in which this particular product or service will make life more straightforward
  • Time saving benefits
  • Money saving benefits

The 1 crucial step in getting your prospects to buy from you is opening their eyes to the benefits of your product or service. Once you do you can start to make more impact.

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