Benefits v. Solutions; Don't make this basic small business marketing mistake

My Marketing Boot Camp is now underway and the first exercise for the Boot Campers highlighted a basic marketing mistake most small businesses make.

In the exercise, I had each Boot Camper write up what the solution was they offered clients. Then I asked them to write up the benefits their audience gets. As expected, there was some confusion around stating the benefits of their service.

Too often companies focus on what they do (solution), yet come up short communicating what their clients get (benefits).

This is Marketing Communications 101 and something that every small business marketer must master before they can move on to bigger things. Remember, a buyer almost always comes to your company wondering  how can you help me? not what do you do?

The first focuses squarely on the buyer; the second on your company. I'm sorry to say this, but few prospects care about you, they mostly care about how you can help them.

So to help you with this, trying answering the following questions:

• How are your clients' lives made better through your service?
• What improvements do you bring about in your clients' business?
• (complete the sentence) My clients end up with more _____________________  and less _________________ after working with me.

If you'd like to learn more about properly positioning the benefits of your business, check out the InfoGuru Marketing Manual by Robert Middleton.