Maybe it was the commercials for the recent release of the video game based on the movie based on one of my all-time favorite novels that got me to thinking about how great marketers are just like Don Corleone, the infamous Godfather.
We all need to Ã¢â‚¬Å“make Ã¢â‚¬Ëœem an offer they canÃ¢â‚¬â„¢t refuse.Ã¢â‚¬Â
Now, IÃ¢â‚¬â„¢m not suggesting that we all need to start sending dead fish wrapped in newspaper to anyone who doesnÃ¢â‚¬â„¢t buy from us, or start putting hits out on our competitors Ã¢â‚¬â€œ weÃ¢â‚¬â„¢ll leave those particular tactics to the Corleone family.
What I am suggesting is that, like Don Corleone, we tell our prospects all the reasons why it would be beneficial to them to do business with us. Highlight those benefits, and make it so obvious to them that they canÃ¢â‚¬â„¢t live (happily) without your product or service that they are dying to buy from you!
You see Ã¢â‚¬â€œ people donÃ¢â‚¬â„¢t really care about you Ã¢â‚¬â€œ or your company Ã¢â‚¬â€œ or even your product or service all that much. What they care about is how you and your product or service will benefit THEM. YouÃ¢â‚¬â„¢ve heard of WYSIWYG (What You See is What You Get)? Well, hereÃ¢â‚¬â„¢s a new one that your customer repeats every time he reads anyoneÃ¢â‚¬â„¢s marketing copy: WIIFM (WhatÃ¢â‚¬â„¢s In It For Me)?
So you tell him! DonÃ¢â‚¬â„¢t talk about boring features (the drill is black and weighs 2 lbs. 3 oz.) Ã¢â‚¬â€œ tell them about the benefits your drill has to offer Ã¢â‚¬â€œ (our drill is so light weight, you wonÃ¢â‚¬â„¢t feel like your arm is going to fall off Ã¢â‚¬â€œ even after 30 minutes of continuous use!)
Your customers donÃ¢â‚¬â„¢t want your drill Ã¢â‚¬â€œ they want the hole.
Show them how your drill will solve all of their problems, save them time, make their life easier, save them money and make them look like a virtual genius to their friends and family for having chosen such a perfect drill.
By highlighting the specific benefits of your product or service, you will appeal to your prospects on an emotional level Ã¢â‚¬â€œ and youÃ¢â‚¬â„¢ll have Ã¢â‚¬Å“made Ã¢â‚¬Ëœem an offer they canÃ¢â‚¬â„¢t refuse!Ã¢â‚¬Â