3 Laws for Success with Small Bussiness Advertising using Classic Salesmanship

Why do clients buy products or services? One reason might be classic salesmanship from a salesman to a customer. But what entails classic salesmanship? Getting to know the customer and how they can benefit from a product or service is step one. The salesman then moves the customer to the product or service using the features the customer needs in order to gain the benefits.

A good salesman does things that most small business advertising don’t. It makes a personal connection with the customer and elicits an emotional reaction. Then they back up that emotion with reasoning and logic that supports what they want to do based on that emotional response.

Most small business that advertises using print and other media simply tout the features of a product or service instead of explaining to the customer how they will benefit from those features. Put simply, customers only care about features that directly benefit them.

A vehicle that can hold up to seven passengers is one example. But why would I want or need this feature if I only have a family of three? It doesn’t benefit me. But say a good salesman learns that my only child has a bunch of friends over to our house and that I shuttle them between activities a lot, the classic salesmanship can take over and the salesman will recognize that the feature can benefit me.. That vehicle with room for seven can make my life easier because I can fit everyone into the vehicle and be the great parent because my child can spend time with more friends.

In order to create some effective small business advertising, you must know your customers or potential customers, and know something about them. Once you know enough about your customers to describe them, you can make small business advertising that directly speaks to the customers. You can then show how they’ll benefit from your product or service.

Features. Benefits. Emotion. Those are the keys to small business advertising. But the response you want to elicit-and the order in which these words and concepts matter to potential customers-is in reverse order.

First, emotion is what your small business advertising must elicit. It must create an emotional reaction or response. They have to desire and feel connected to your product or service.

Next, your advertising must show off the benefits that justify the emotional desire from your customer. Most people are looking for a reason to purchase a product or service they desire, but they need to justify the expense. Describing the benefits will help your customer justify their expenditure on your product or service.

Showcasing the features of a product or service comes last. Do remember that features only matter in the first place if they demonstrate the real benefits that support the customer’s emotional reaction and desire to purchase. So never start in your small business advertising by focusing on the features.

Remember, you want to elicit responses in the proper order if your advertising is to result in actual business for you. First, get your emotional response. Second, describe the benefits that will justify the purchase. And last, showcase the features that provide the benefits.