3 Steps to Small Business Advertising Success with Classic Salesmanship
Why do clients buy products or services? One answer may be classic salesmanship being used with a customer from a salesman. And what does classic salesmanship entail? It includes getting to know the customer and explaining how the customer can benefit from the product or service. The salesman then moves the customer to the product or service using the features the customer needs in order to gain the benefits.
Good salesmen do things that small business advertising often don’t. It makes personal connections with customers that elicit emotional responses. Then it backs up that emotion with logic and reasoning that supports what they want to do based on their emotional response.
A lot of small business advertising simply tout the features of a product or service rather than explaining to the customer how they’ll benefit from those features. In reality, the customer doesn’t much care for a feature unless it directly benefits them.
A vehicle that can hold up to seven passengers is one example. I would have no want or need of this feature if I have a family of three. It doesn’t benefit me. If a good salesman were to learn that my only child has a ton of friends over all the time, and that I shuttle them between activities, then classic salesmanship takes over and the salesman suddenly recognizes how the feature can benefit me.. That vehicle with room for seven can make my life easier because I can fit everyone into the vehicle and be the great parent because my child can spend time with more friends.
In order to create effective small business advertising, it is important to know your customers or potential customers and to know something about them. You can create small business advertising that speaks directly to your customers once you know enough about your customer to describe them. Then you can demonstrate how they’ll benefit from your product or service.
Success in small business advertising could be summarized in three words: Features, Benefits, and Emotion. But the response you want to get and the order of these words and concepts matter to potential customers is backwards.
First, your small business advertising must elicit emotion. It has to create a response or reaction that’s based on emotion. They must feel connected or desire your product or service.
Next, you must justify the emotional desire from your customer by showcasing the benefits in your advertising. Most people are looking for a reason to purchase a product or service they desire, but they need to justify the expense. By describing the benefits, justifying the expenditure becomes easier for the customer.
Finally, you can showcase the features of a product or service. Do remember that features only matter in the first place if they demonstrate the real benefits that support the customer’s emotional reaction and desire to purchase. So don’t focus on the features in your small business advertising at the start.
Remember, if you want your advertising to result in actual business, then you want to elicit your responses in the proper order. First, get your emotional response. Second, explain benefits that justify the purchase. And last, showcase the features that provide the benefits.
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