Smart Startups Sell Benefits, Not Features!

by Karen Milde, CEO & Co-Founder, Reframe Marketing Inc.

I don’t know how many times I have opened a startup company’s website and seen the front page covered with technical information such as how a product/service works on this and this platform, it can do this type of thing, here is a list of things it can do etc… and my cursor naturally goes to click the x button in the corner of my browser.

As the initial management team to the startup, it’s natural to push all the great features available or added to the product/service due to the amount of sweat equity that has been put into getting something off the ground.  However, keep in mind, a majority of customers are not interested in the details, they just want something that will solve their problem. If you want to provide details, just do not put all of it on the homepage. Instead, point them to other sections of the site or create a features section.

When you are first developing your core marketing message, focus on keeping it simple (avoid the technical details where you can) and zero in on the kinds of benefits you bring to the table. Be specific about how you help customers achieve their needs and desires. Be sure that the message is developed from your customer’s point of view and that you are providing a solution to their problem. Initially, they want to know about your company, what it does, and how you can help. Then they will look into it deeper to find out the details. To keep the core marketing message simple from the start helps with getting the word out and if you can add an emotional component or story to it, even better. The more companies and people understand who you are, what you do, and how you help them, the larger the sales network you will have that can spread the word virally for you. What startup would not want to have an extended salesforce for free? Happy selling!

NOTE: Karen’s Blog http://www.reframemarketing.com/blog/

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