Beyond the benefit: the real secret to winning prospects

Evolved marketers know we need to look beyond the features of our products and services to the benefit. In other words, how we improve the lives of those we hope to serve.

This is how we go beyond simply talking about ourselves to having real relevance in our prospects’ lives.

Brands that get to this level are the exception and not the rule. Just spend the briefest amount of time online or watching TV. It’s an assault of let-me-tell-you-about-me messaging interrupted with the oh-too-rare here’s-what’s-in-it-for-you brand message.

I could stop there and say simply work on that and we’d elevate our efforts. But, then again, we’d be missing the real game-changer.

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Creating relevance vs. creating caring

When we share our benefit, we create relevance in our prospect’s life. She or he understands how life Improves once the brand becomes part of her or his life.

While relevance is valuable, there is something more powerful. Caring.

Caring happens when your brand helps connect them with a larger hope or desire. These are things that make us all feel like our time is worthwhile. And that we can have an…