Features and functions aren't your story (and they're mostly not interesting either)
Let me know if this sounds familiar.
You create a service offering that you’re super excited about. You put a lot of time and energy into developing the features and bonuses that go along with it and you can’t wait to share them with your audience.
So, you launch. You start sharing all about how your new program has weekly Q&A Zoom calls, 4 bonus PDFs, unlimited access to a video library, and a private 1:1 session.
And? Crickets. No one buys.
Your launch ends and you’re wondering if you just wasted the last three months developing a program no one wants.
Well, I can save some heartache: it’s not that no one wants your program, it’s that the story isn’t that interesting.
Humans are driven by feelings and emotion. And in this scenario, you haven’t told people how your program is going to change their life or their business; nor have you spoken to their specific pain points or let them know the transformation they’ll experience.
Features and functions are key to you as the creator of the program. But, when you’re marketing your program you shouldn’t be the focus of your messaging—your ideal clients need to be.
Data is only as powerful as the story it tells
Features are an important part of your offer; they are likely part of what makes it so impactful. However, from a consumer perspective, you need to speak to the story these features tell.
First impressions form quickly - especially in the extremely saturated world of marketing we live in. If a consumer isn’t drawn in immediately by the story you’re telling, chances are they’ll move on.
If you can shape that impression through emotion though, you’re going to be able to keep their attention for longer.
In order to evoke emotion and speak to that underlying decision maker, you need to engage with your clients through storytelling.
Storytelling lets you bypass excuses, instead creating a visceral connection with the exact people you want to work with.
Think about the last time you were told a story. If it was told well, you likely felt the specific emotions that the storyteller wanted you to; maybe the same feelings they felt as they were experiencing the event.
This is a powerful connection to be able to form with your audience. It helps them to buy into what you’re selling because they can see themselves in the picture you’re painting.
And, if the story resonates with them, they’ll want the transformation you’re selling as well.
Consider:
Why did you create the product or service? What problems are you trying to solve?
What is your own personal transformation story?
What testimonials and transformations have you heard from those who have used your product or gone through your course?
What’s in it for your consumer? How will they feel after using your product or going through your course?
You don’t need to share the deeply personal details, you simply need to share enough that viewers can relate and see themselves in the story.
Figure out the problem you solve
To craft this story in a more intentional way, you need to shift your thinking from what you’re selling, to why someone would buy it.
People generally don’t purchase things just for the heck of it!
Instead of simply listing what the offer is and the features it includes, look at how it will benefit your consumers and how they’ll feel by using it.
Try to better understand your client’s situation by polling your audience, asking questions, and gauging their reactions.
What are they struggling deeply with?
What keeps them up at night?
What do they care about?
What change are they hoping for?
Speak to their emotions, personal struggles, and their hopes and dreams.
If you already have your offering, chances are you’ve done some of this market research, but if you haven’t, make it a priority to truly understand the people you’re selling to.
You can also explore the marketing messages and emotions that are already prevalent in your industry in order to see what’s already working.
Once you understand your potential clients and what they’re dealing with, you can better speak to them in a way that resonates. You become their personal advocate, letting them know you understand where they’re coming from (referring again back to your story or the stories of your other clients), and showing them how your offer will help them with the transformation they want to see in their lives.
Use their language and speak to them where they’re at.
For example, if you’re a personal trainer you’re not necessarily selling the fact that your program comes with both in-person and virtual calls (though this will likely come up). You want to focus the conversation instead on the confidence your clients will feel after working out and seeing a physical transformation in their strength and energy, the embarrassment they’ll avoid by not having to ask anyone how the machines work because you’ll be there to guide them through it, and the frustration that will be avoided now that they don’t have to craft a workout plan each week or figure out what exercises are best for them.
Turn your features into benefits that sell
I’m not suggesting you completely ignore your product features. But on their own they’re just not that interesting!
Once you’ve captured your potential client’s attention through emotion and storytelling, you may be able to throw in some facts and features that will further support their decision. But this needs to be a secondary persuasion tool, not your main focus.
And, instead of simply listing the features as they are, see if you can turn them into benefits that resonate deeply with your customers (and again will hopefully elicit or add upon that emotional response).
Whereas a feature is something your product has, a benefit flips it back on the consumer, looking at the results they will see after using your product or service.
How will they feel? How will their life be improved? What are the short and long-term benefits of your offer?
Going back to the personal training program, the bonus virtual calls would be a feature, but the benefit of having virtual calls mixed in is that the client will be able to boost their confidence and have your supportive guidance, even when you’re not there in person with them. You’re giving them some power back so they can start to take their transformation into their own hands.
It’s not about you, it’s about your customers
Keep your consumers at the forefront of all of your marketing decisions, and you’ll have a much easier time selling.
Stop focusing so much on what you put into the offer and instead look at what they’ll be receiving from it.
When we’re so close to our business and our offers, and put so much time and energy into developing them, it can be easy to sweep over some of the main parts of the client transformation -- thinking they’re obvious.
But just because we know our offer is incredible and will make our client’s lives easier doesn’t mean they do.
Focus your marketing on storytelling and evoking emotion; on drawing your customer in and describing their transformation; on your clients and their experience, rather than on a list of features that will cause your customer’s eyes to glaze over and their wallets to tighten.