Products and services are a mixed bag. Some are downright necessities. If my toilet explodes, I need a plumber. If your child wakes up with a high fever, you need a doctor. Raging termites, aching teeth, and lawsuits also require services that are necessities.But most products and services are more luxury than necessity. I often hire a young man to mow my lawn. But if he's on vacation one week, I'll get my out-of-shape self out there and push
mower myself.
Businesses buy out of necessity 90 percent of time. Consumers feel a purchase is a necessity more like 30 percent of time. In many cases consumers could do job themselves or make product. More often they simply want to buy to save time and trouble.
It's important to think about how your product or service is considered by customers. Do some consider you a necessity while others figure you provide a luxury?
This can figure in how you promote your business and write your advertising. Necessities should be promoted as an affordable solution to a pressing problem. Stress your competence and caring.
Promote luxuries by pointing out how much better customer's life will be after she buys. Stress how your product or service saves time, money, and hassle. There is an old saying among advertising professionals: When your ad stresses everything, you stress nothing.
Let me give you an example. Lots of web sites list every single benefit their product or service can give you. You're faced with a long, long list of bulleted points.
Kudos to these sites for putting their features and benefits in easy-to-browse bullets. But they would do far better to focus their sales copy on just a few key advantages.
People tend to skip over copy that tries to stress every feature and aspect of a product. Even worse, many people simply skip over copy that tries to cram in too much.
Make a list of top three things about your product or service that seem to impress customers most.
