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To increase conversion, show your product benefits

To increase conversion, show your product benefits

A business and a client often see a product from two different perspectives – the business sees the product through its features, the client sees it through its relevance and utility. Most marketers believe that the more product information they provide, the better chances they have of engaging customers and thereby increasing sales. The problem is that nowadays most customers are already overwhelmed by an enormous quantity of information about product features. In this context, more does not mean better: it just means more. Bombarding potential clients with more feature information doesn’t attract customers; on the contrary, it pushes them away. So how can you actually market your product?

Cut it out.

The first step to success is to stop simply listing your product’s features. Instead, focus on its benefits. Use analytics to find out what potential customers are looking for, and show how your product will fulfill these needs. The more individually you can target your message, the more relevant it will be. When potential customers see the benefits of choosing your offer, they will feel more confident about their choice. Conversion from “potential” to “paying” will follow.

Align perspectives

  • understand the inter-dependence of the buying and selling process
  • create a buyer persona overview
  • recast the features as benefits
  • Buying vs selling process

    Selling happens in the first 2 buying phases: emerging of need and establishing criteria. During those 2 steps, you have an impact on your customer. Without your input here, the decision will be made without your influence.

    Buyer persona

    Knowing your ideal customer is key. Creating a buyer persona helps you to accurately define your target group, its needs, and its priorities.

    To create a buyer persona you can use data from interviews or surveys, and take advantage of data from analytics. The questions you need to answer:

  • Who is my potential buyer? What are his/her preferences? What does he/she do?
  • What does he/she need? What information is he/she looking for? Where is he/she looking?
  • What unique value proposition (UVP) do I offer? What differentiates my product?
  • An accurate description will allow you to the buyers needs. As Philip Kotler says: Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably.

    Product description

    Your product doesn’t need to be the best to be a winner. Most products are not unique, and often share the same functionality, looks, and shape, and showing its features doesn’t distinguish it. People won’t buy it unless they know how it can make their life easier or better.
    Make a list of the features and turn them into the benefits. See things from the customer’s point of view. When creating the description you can use following questions:

  • What differentiates your product?
  • What added value do you deliver?
  • How does your product solve your customers’ problems?
  • Why is it relevant to them?
  • What might discourage people from buying your product?
  • Here are some examples of how you can transform features into benefits, taken from Premedia Solutions solutions range:

    Photo Video:

    Product photography

    Instead of writing:
    Take a picture of your product from different angles.
    Use:
    Grab your customers’ attention by displaying unique and attractive images.

    Commercial video

    Instead of writing:
    Make a video that shows your product
    Use:
    Impress viewers by engaging their emotions — videos are more persuasive.

    Brand video

    Instead of writing:
    Present your brand using video
    Use:
    Increase recognition and visibility of your brand across all channels.

    Content adaptation:

    Retouching and image manipulation

    Instead of writing:
    Improve your photos by retouching
    Use:
    Increase the impact of your images by making them more visually appealing through high-quality retouching.

    Typesetting

    Instead of writing:
    Typeset your text and prepare a nice layout
    Use:
    Maximize your assets through enhanced page layouts and improved readability.

    Automated production process

    Instead of writing:
    Use automated production process in your daily work
    Use:
    Save both time and money with automated production process.

    Workflow management tools

    Instead of writing:
    Workflow management tools will automate your processes
    Use:
    Shorten and streamline your production process using our workflow management tools.

    Digital solutions:

    Content marketing solutions

    Instead of writing:
    Talk to your audience through content marketing
    Use:
    Get closer to your audience more quickly through multiple channels and social media.

    Web & e-commerce solutions

    Instead of writing:
    Sell your products in online shops
    Expand your revenue channels easily by connecting advertising to e-commerce.

    Content optimization

    Instead of writing:
    Have your content adjusted to different channels
    Use:
    Get closer to your audience more quickly through multiple channels and social media.

    Print Solutions:

    Project management

    Instead of writing:
    Use our project management systems
    Use:
    Gain control: monitor and maintain every aspect of your print campaigns using our tailor-made project management systems.

    Customer service

    Instead of writing:
    We have a multilingual and dedicated customer service
    Use:
    Benefit from our dedicated team’s know-how and multilingual customer service; get access to proactive consultants with an in-depth understanding of your expectations and needs.

    Color management

    Instead of writing:
    Control your materials’ colors
    Use:
    Remain consistent: ensure color consistency across all your printed materials in all formats and placements.

    Do you know any good/bad examples of product information versus product marketing? Feel free to share them in the comments!

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