Capturing your target market’s attention starts by showing them the benefit of your product or service. If they are going to make a purchase, they need to be convinced that you will be able to improve their lives with your business. The best way to drive sales for your business is to write an effective and strong benefit statement.
Understand Your Target Market’s Main Problem
In order to write a captivating benefit statement, you need to first identify the main problem your target market is facing that you can help them with. What does your business do that your market needs in their lives? What day-to-day challenges do they experience that you can make easier for them?
A benefit requires context, so it’s important to consider the problem first. For example, if you sell sustainable household products at affordable prices, a major problem your market may be facing is feeling like they aren’t able to live an environmentally friendly lifestyle on their limited budget. If you are a massage therapist for pregnant women, the problem your market may be experiencing is lower back pain as a result of pregnancy. Be sure you fully understand the problem first before you offer your company as the solution.
Differentiate Between Features vs. Benefits
It’s critical to understand the difference between features vs. benefits, especially when writing the benefit statement for your business. Features focus on how the product functions, while benefits focus on how the product affects the consumer. While features are important in the sales process, they are not what drives the sale. Don’t get caught up in selling features when you could be selling benefits.
For example, if a small business operates a catering company, one of their features may be that the chef has 20 years of experience cooking in restaurants all over the world. However, this isn’t the benefit. The benefit to the consumer is that the chef is able to cook a range of cuisines using high-end techniques. If a small business sells wooden baby toys, one of the features may be smooth corners to avoid injuries. The benefit to the consumer is that the toys are safe for all ages.
Create a features advantages and benefits worksheet, writing down all of your product’s features in one column. In the next column, translate those features into customer-focused benefits. Remember that benefits focus on the consumer, not on the product or service.
Figure Out the Value to Your Consumer
Benefit statements are all about value to the consumer in relation to the problem they are experiencing. Benefits can include:
- Making more money
- Saving more money
- Saving more time
- Making things easier
- Completing things faster
- Reducing stress
What is the end goal for your customer? Ultimately, what do they hope to achieve? That is what the benefit of your product should be. If you run a business selling custom engraved knick-knacks, one of the key benefits may be that you save your customers time while shopping because you can engrave a number of different types of items. Benefit statement examples for your business may include Save time shopping by getting custom engraved gifts for all your loved ones at our store. This statement contextualizes the problem and offers the benefit without focusing on the features.
If a small business owner runs a home daycare, one of the key benefits is that they offer parents peace of mind that their children are well looked after. Their benefits statement could be Find comfort knowing your children are getting the love, attention and care they need to thrive. For a small business owner that operates a nail salon, one of their key benefits could be that they make it easier for their customers to have manicured nails at a low cost. Their benefits statement could be Save time and money while still getting the beautifully manicured nails you love.
Anam Ahmed is a Toronto-based writer and editor with over a decade of experience helping small businesses and entrepreneurs reach new heights. She has experience ghostwriting and editing business books, especially those in the "For Dummies" series, in addition to writing and editing web content for the brand. Anam works as a marketing strategist and copywriter, collaborating with everyone from Fortune 500 companies to start-ups, lifestyle bloggers to professional athletes. As a small business owner herself, she is well-versed in what it takes to run and market a small business. Anam earned an M.A. from the University of Toronto and a B.A.H. from Queen's University. Learn more at www.anamahmed.ca.