Tom Feltenstein

The secret to successful tactical promotion is your ability to present a special benefit to your intended audience. And to succeed, you’ve got to make the right pitch to the right people.  You have to know what motivates them. Talk to your customers.  Listen to them.  Get to know their dreams, their frustrations, and their goals.  Messages that evolve from an intimate understanding of your audience have real pulling power.

Be specific.  Compelling promotions are precise, not watered down with generalities, multiple offers, or messages.  You must offer your prospect detailed facts and clearly focused, quantifiable claims. Singular messages have impact.

Sell the benefits.  To sell, you must clearly communicate your product’s benefits.  Your customers want recognizable benefits or advantages.  Don’t bore or distract them with minute details about your business or its employees or owners.  When was the last time you were motivated to patronize a company because the owner appeared in an ad and told you his family history?  Instead, tell me why your product or service is better or valuable or offered at a good price.

So when selling a new item or service, let your audience know how great the product is or how convenient or how speedy the service is.  Don’t sell features; sell benefits.  Features don’t sell, only benefits.