Here is an important fact that Brian Tracy always mention to his clients – No one really cares about your product or service.
No one cares what it is. no one cares about how it was developed or the technology that went into it. Nobody cares about you or your company or your history or background. Nobody cares about you or your product or service at all.
All that people care about is what the product does for them. Customers buy one thing and one thing only – improvement. Customers buy a product or a service only when it is absolutely clear to them that it will improve some aspect of their life or work, cost – effectively.
Economists say that every human action is an attempt to relieve a “felt dissatisfaction.” The customer must feel, or be made to feel dissatisfied, discontent, or unhappy with his or her current situation and simultaneously see that purchasing your product or service will relieve this feeling of discontent.
People buy benefits, not products. People buy solutions to their problems, not services. People buy in anticipation of being better off because of your product or service than they would have been without it.
Customers buy the feeling that they anticipate enjoying after buying what you are selling. You must be crystal clear about how your product or service will improve their situation and their emotions before you think of bringing your product or service to market or writing the first word of advertising or sales copy.
Source Credit: Excerpt From – The Way to Wealth (Book by Brian Tracy)