I Want A Hole, Not A Drill - Part 1

Now before you click away, this ISN’T what you think it is.  Though people THINK they know the difference, only a handful of people, including CEO’s of major companies, really know. AND, not only don’t they know the difference, they don’t know how to USE the difference in their marketing campaigns.

The nasty fact is, if you DON’T know the difference, then you can’t possibly use this in your internet business. Making money online can be quite easy, but you absolutely must know the basics of marketing first.

Look at the list of features below:

Atomic clock

Speed-dial

Batteries included

1.8Ghz processor

Open 365 days

Each of these is a FEATURE, a factual statement about the product or service being promoted.

But features aren’t what customers WANT. It’s what the feature MEANS to the customer is what is important.

A benefit answers the age old question “What’s in it for me?” meaning the feature provides the customer with something that THEY value.

The benefit of an atomic clock is convenience, because they don’t have to change the time on it twice a year to allow for daylight savings.

The benefit of speed dial is fewer keystrokes, so valuable time is saved.

The benefits of having batteries included is that you don’t have to make another trip to buy batteries (especially if it’s Christmas Day!).

The benefit of a computer with a 1.8Ghz processor is that it will be fast and help you be more productive.

The benefit of a store open 356 days a year is you can buy things whenever you want to.

The benefit of batteries included is the product is ready to use out of the box.

But you already know this……….right!?

While these may SEEM like true benefits, they’re really nothing more than extended features.

So what is a REAL benefit?

The best way to understand the TRUE benefit of your product or service is to focus instead on RESULTS. A potential customer’s perception of each feature results is what attracts him(or her) to a particular product or service. When someone chooses a DVD player with a self-setting clock, your first thought might be is that the benefit is convenience. However the actual results are that he don’t have to read the instructions on how to set-up the clock, or FEEL STUPID when the instructions don’t make sense to him. These results are the REAL benefits.

When you try to sell the features of your product or service, you’re making your potential customer DO ALL THE WORK to figure out why they might want the result that the product will give them. It’s in a YOUR best interests to MAKE THE CONNECTION FOR THEM. But to do that, you have to know the results yourself.

So, what are the REAL results????

Second part of this post tomorrow!

Luke