Tip:
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Greetings friend, entrepreneur and fellow business builder, I'm Marketing Master Jim
Ackerman and this is your Marketing Tip of the Day. You know over the last couple of
tips, we've talked about features and benefits, and I want to continue that discussion today,
talking about the real value that, believe it or not, FEATURES bring to the table. I've
talked a lot in the past about how you should emphasize BENEFITS, and that's true, but features
provide the service of allowing the prospect to believe the promises you make, in your
benefit statements. There are actually three kinds of features. Physical characteristics;
Credibility characteristics, and Delivery characteristics. And each serves different
functions. Now, physical characteristics tend to be pretty similar between you and your
competition. If you have a physical product, that has a competing product on the market
as well, the physical properties of those products may be the same. In fact, you may
be carrying in your store or your enterprise, the exact same physical product as some of
your competitors do. Unfortunately most merchants focus too much on the physical characteristics
of their products and ignor the Credibility and Delivery characteristics, which can be
the real differentiators that set you apart from the competition. Credibility characteristics
are things that make you more believable or preferable in the mind of the prospect. How
long have you been in business? Are you a member of the Chamber of Commerce? Are you
Board Certified? Is your product preferred 10:1 over the competition? Do you have testimonials?
All of these things are credibility features. Delivery features have to do with the way
you deliver the product or service. Your hours of operation; your Guarantees; Do you have
3 easy payment plans? These are all delivery characteristics and can set you apart from
the competition. When you use your physical, credibility and delivery features properly
in support of your benefit statements, you'll watch your sales soar. And that's your marketing
tip of the day.