What’s the difference between a benefit and a feature? That’s what we are going to look at here. You’ve probably heard me speak against the “blue pill” $27 and $37 products that are out there, but the one thing these products have done very well is they haven’t showed you or sold you the features of what their product and/ or system is. What these people have done is sold you on the benefit of having that product.
I had to stop and look at what I was doing in my marketing and marketing strategy. I had to ask myself, how I could improve what it is that I’m doing right now? How can I make this better? How can I make this so people will want to buy it more?
I sat down and realized that people want to be excited. They want the legitimate hype. It’s okay to boast about your product and how great it is if it’s legitimately good. They want to see you excited about your product, but in reality what many, including myself are doing nowadays is selling fact. For instance, “I’ll show you exactly how to open up Camtasia and record a video in order for you to create a product any time you want to.”
Does that sound exciting? No!
What does sound exciting? “I’m going to show you the way to create unlimited income using a simple software that anyone can do. In fact, this software has been responsible for me generating huge sums of income because I have the ability to create a product any time I want to and, in fact, sometimes in as little as just 30 minutes I can have a product.
Think about this for a moment. If you have 30 minutes to spend right now, then 30 minutes from now you can have your own product in your hands. And, the best part is, people will be running over themselves in order to buy your products and I’ll show you exactly how to do it. Even if you have no experience this will work for you.”
The second version sounds much better because it’s exciting. Keep in mind that if you are doing this in audio/ video talking a bit faster and excitedly is also very important.
I didn’t go over the top. I told them the same thing, without mentioning Camtasia. I didn’t say I’m going to show you step-by-step how to do this. No, I’m going to show you how to create a product in 30 minutes or less, etc.
Do you see the difference? One is selling hype and hope. The other is selling fact.
People want the hype and hope, but where the danger comes in is when your hype and hope isn’t backed by fact or you go over the top and promise something that you absolutely can’t deliver. You don’t have to lie to get people to buy from you and you shouldn’t! You can tell the truth but make it a lot more exciting then what you’re doing right now.
That’s what you need to focus in on. You have to get people excited about what you have to offer. If they’re not excited to buy it then they’re not going to part with their money. I don’t care if you are talking in the garden market, talking about fitness and health or if you’re talking about marketing online, people need to be excited.
As individuals, we yearn to be excited. We want to be around people that excite and motivate us.
When we see a product that’s preaching fact, they don’t get excited, because quite honestly, they already feel boring.
I was reading an article not long ago, which is where this article stemmed from. It’s no big secret in American politics that we have very distinct parties. The two main parties are Republicans and Democrats. We have news channels that lean towards certain political beliefs. Fox News is certainly very Republican oriented. We have MSNBC, that is very Democrat oriented. Then we have CNN, who is trying to play middle of the road.
When you look at Fox News and MSNBC, they say they’re not playing sides, but it’s quite obvious by watching their programming and comments that one is partial to one party and one is partial to another. However, when you look at the ratings for Fox News, MSNBC and CNN, CNN is by far the lowest ranking news network out there.
Why? It’s because people don’t want fact, they want opinion. They want to get excited one way or the other. Fox News does it very well to the Republican base and MSNBC does it very well to the Democrat base whereas CNN tries to cater to both of them.
How does that work? It doesn’t! It doesn’t because they’re not exciting anybody.
That’s what we have to do in our marketing, we have to get people excited. We can’t be wishy-washy. We can’t be trying to be politically correct which is a tough job.
I’ll tell you right now, I refrain from saying certain things in marketing, here in this article or wherever, because I’m concerned like anyone else would be about someone criticizing what I say. Do I need to get over it? Hell yes I do!
I don’t want to be CNN. You should not want to be CNN. Be one way or the other. You will automatically attract people that think like you and that are attracted to your way of thinking. That’s a good thing.
Some of the others will come over as well because they just want to argue with you and voice their opinion. Some reading this article will agree with what I’m saying and some of you don’t. Those that agree with me, I like more than those that don’t agree with me. For those who don’t agree with me, guess what? I don’t care. Why? Because it’s my article, my opinion and if you don’t like it, then don’t read my articles. As for me, I’ll be selling the truth, but I’ll be excited while doing it!
