How does the language of benefits work?
It would seem that in the world of marketing, where all activities are mainly focused on selling as many services or products as possible, it is the product that takes the lead. Nothing could be further from the truth - in the language of benefits, the largest number of activities are shaped around the needs of the customer. In order to somehow merge one issue with another, a technique called the "language of benefits" was created. It is a characteristic form of narration that contains a promise addressed to the Customer. The language of benefits in sales is focused on presenting the product in such a way that it can be a response to the Customer's needs. The language of benefits is also often used to cleverly and skillfully create such needs. (give a graphic example in the form of a response to the customer's needs and one example of creating needs)
What to emphasize in the language of benefits?
You may think that you don't need a given product, but with the right communication path, arranged in the language of benefits, you may start to need it. This is because potential customers don't buy the product itself, but the idea of it, combined with the benefits they will be able to gain from it. These may be benefits resulting from better time management, economic benefits, or raising their own self-esteem.
Example
Kamil, when buying a trip to Bali, is not buying the trip itself, but the idea of it. Kamil already sees himself there, reaching for a cold drink, lounging on a sandy beach, wrapped in the sea breeze and the sun rays that gently caress his body.
The situation is similar for many women who buy nail polish, for example. Their minds are probably filled with the prospect of beautifully painted nails, thanks to which the shape of the nail plate combined with the colour of the polish will make the hands look incredibly slim and aesthetic.
The use of benefit language must be tailored to the linkedIn database situation, product specifics and target group. We will use the language of benefits in completely different ways in social media than on a website. We will choose a different narrative when addressing a single person looking for a holiday resort and a slightly different one for families with children looking for other amenities. In each case, the benefits of the purchase will be different.
Why does the form of communication matter?
Although the technique of the language of benefits draws special attention to what we want to express with it, the form of communication itself is of great importance. The form of communication must be closely matched to the recipient's persona. At the beginning, it is worth considering the initial age category to which the potential recipient will belong. At this stage, it is also worth considering who the potential recipients are, what problems they struggle with and what expectations they have.
Knowing who to address will make it much easier for you to choose the right vocabulary , as well as the value and directness of the message, which are essential for personalizing the offer, choosing the features of the service or product that we want to highlight. Choosing the right form of communication allows you to increase the customer's trust in the offer, encourage them to familiarize themselves with the details, and as a result gain their favor and trust, which allows you to increase sales.
The power of emotions
Customers themselves are often unaware of the fact that the purchasing decisions they make are not mostly the result of analysis and calculation preceded by searching for information about a given product or service, but above all emotions and the need of the moment. This fact is often used by sellers and marketing specialists, and the Customer's emotions are used here to develop effective marketing strategies that can translate into conversion or sales results. The fast pace of life, the excess of stimuli and information reaching us make us verify priorities, choosing issues that generate the strongest feelings in us, attract attention and are an incentive to act. Therefore, it is worth referring to the emotions of a potential Customer in the content you create.
Think and feel
The mind of each of us reacts much more strongly to negative feelings: for example, fear, irritation, or even a sense of helplessness in the face of the situation or circumstances in which we find ourselves. Appealing to feelings can work in a motivating way. After all, none of us likes unpleasant thoughts and associations. Therefore, by appealing to negative feelings during the presentation of a product or service, you can present your offer as a "cure for all evil", i.e. a solution to the problem that will turn out to be optimal. In this way, the potential customer will get rid of the problem. The language of benefits in sales creates the possibility of creating a narrative around the product or service, with the help of which the customer will receive help, feel relief, or improve the quality of life. The connection of the product with the content formulated in the language of benefits should be consistent and clearly convey the message.
