Often in our marketing, our efforts are focused on detailed descriptions of products and services. We see this all the time in advertising. The business goes into great detail talking about the great features of the product and the specific process of how they will do this for you. Sometimes these details are critical to the buyer’s buying decision and it does have merit.

However, don’t spend too much time describing the details when the customer really wants to know the results. They want to know what’s in it for them.

The old adage that you can’t see the forest for the trees may apply here. If you describe in detail the physical make-up of the trees of a forest, you might do so at the exclusion of adequately describing the entire beauty of the forest. If a beautiful forest is exactly what the customer is shopping for, you have now made an error in the way you are describing it by focusing on the trees.

It’s not just limited to trees in the forest, of course. Let’s talk about it in terms of products and services

Let’s relate that to a maid service. The specifics of what they do is not really that important. They do clean house, but that’s not necessarily what I’m interested in. What I’m interested in is having a great looking, clean, germ free house without lifting a finger.

Whatever your business offers, you need to tailor your marketing to communicate to your customers what your products and services do for them. You want to give a description of the product and a list of features, but you really want to focus on the benefits to the customer.

Until next time.

Here’s to Your Success,

Tim