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E-ssential
Message # 011:
Forget Benefits. Think Impact Statements!
Warning: this may be difficult to accept for traditional marketers.
Of course, everyone knows that all great sales and marketing focuses on the benefits, right? And the higher level the benefit is, the better.
There's only one problem with that - it's wrong.
Telling your prospects you'll help them - insert any high level benefit, like 'make more money', 'increase productivity', or 'be a hero in your company' - is usually as impactful, credible and differentiating as a politician saying he or she supports world peace.
Learn the fundamental principles that the entire Essential Message approach is based on. If you truly want to discover your Essential Message, start here! |
Yes, you have to understand how your product or service will lead to great benefits, both rational and emotional, but focusing on those benefits is usually not effective to get people interested in the first place.
In order to really engage people in conversation about what you do, forget features and benefits. Instead, learn what really engages people in conversation about what you do.
If that sounds simplistic, consider that benefits are all about theory. Using the Essential Message approach, I encourage corporate clients and members of the Bull Pen to use prospects' reactions and responses to uncover Impact Statements, Persuastion Drivers and Provocative Questions.
Impact Statements are all about what truly works. And, what truly works in getting the other person's interest may be a seemingly minor detail, a major feature, an advantage, or even, yes, a benefit. But who cares?
If your goal is to build your business, all you care about is what works. That's what The Essential Message is all about.
Sincerely,
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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