Here is a conversation I had recently with our highest-level private coaching clients about what really motivates your prospect to buy.
…I want to look at the “benefit of the benefit”, the deeper benefits. I want to peel back the onion to the underlying motivator, the underlying driver, for what really moves your prospect.
Ask yourself, “What do my prospects really want?”
This is been on my mind lately because I have noticed a lot of marketing copy out there that really focuses on the superficial benefits of the product or service.
In other words, as I have coached my apprentice, David – and some other clients – I have had to ask him, “What is the benefit of that?”
And a few weeks ago on one of these Friday calls, I talked about how a lot of marketers confuse the mechanism – the vehicle that delivers the results – with the results themselves.
Marketers often think that the vehicle that delivers the results is the thing that gets a prospect most excited, that gives prospects the big payoff and gets them juiced up. But it’s not.
Get to the payoff!
One example that I used a few sessions ago when first talking about this is the idea of a supplement, for instance, that clings to fat in your intestinal tract, and flushes that out of your intestines. That’s how it prevents you from gaining weight, or how it helps you lose weight.
The idea that it flushes fat out of your intestinal tract may seem like a potentially compelling headline or promise, but that’s not the payoff or the results. It’s not the real benefit. It’s just the vehicle to get the benefit.
So then, let’s also ask, “What are the features?”
And we could list them: “They are the ingredients that flush the fat out. They are the different herbs, or the formulation, that flushes out the fat. It’s cold pressed, or it’s in capsule form, or it’s got this potency, or it’s pharmaceutical grade”, or any of those other types of things. Those are all features.
A lot of marketers say, “What does that do for the prospect?”
“It flushes fat out of the intestinal tract”. They think that that is the result, the benefit.
But this is where we separate the men from the boys and the women from the girls.
What is the DEEPER benefit?
That is a benefit, however, if it was presented as a benefit it is just a functional benefit. It is not the deeper benefit, the dimensionalized benefit.
Again we are saying, “What is the benefit of flushing fat out of your intestinal tract? What’s the payoff? What’s the result of that?”
Let’s peel back the onion. Let’s make sure you go deeper.
Just a reminder: A dimensionalized benefit is what the benefit looks like in the real life of the prospect. What it looks like, as if you could paint a picture.
I don’t even know where I heard it the first time, but imagine that you are the director of a movie and you are playing this clip in your prospect’s mind for what their life would be like without their specific problem or obstacle, and instead, with the result that they want.
You’re painting the picture, or playing the movie in their mind. That’s what we mean when we say a dimensionalized benefit.
We are making it tangible – three-dimensional – so they can see it, feel it, taste it, touch it.
What is their experience?
When we create a four-part video sequence for instance we would look at “a day in the life”.
We show prospects some sort of ownership experience and what it would look like if they got this product or service and used it.
What would it be like? What would the result be like? What would their life be like? What would the primary benefits be and what would the secondary benefits be?
Well, for instance, the benefit would be that they lose weight and drop a dress size.
The secondary benefits would be: they would have more confidence; they would go out more; they would have a better social life.
All going deeper and painting a picture, dimensionalizing it…
Come back tomorrow to find out about the third benefit!
It’s your turn! Give an example below of a “benefit of the benefit”; that is, what is the benefit, and what secondary benefits would they get from it?