Positioning Your Services (4;12)
one of the things they teach you first in advertising is how to sell using features versus using benefits. The differences. Really simple features is the different things in the product. So maybe it's a car, the features is its horsepower and or the tires that's using the benefits are I can drive fast using it and studies have shown over and over again that selling through benefits is a much more effective way to sell than through features. This will be the same whether you're selling for your leads trying to get them to convert or for your own services on fiber. So if you're trying to get new clients, one thing you could do to sell through features, which would not be the right thing to do to say. Yeah, I can do chatbots and I can drive leads on facebook and I've taken such and such courses and I'm equipped in facebook marketing, you can include that with the selling point. Maybe I can help you drive more quality leads at a lower cost. I can help you accomplish your business goal righ...
t? That's the benefit. The feature is how you actually accomplished it. The benefits, the angle, what the user buying feels when they buy that product or service. So selling your course, selling your services doing legion is different than what you're actually doing on behalf of clients. And you've got to distinguish those two. Sometimes we'll mix those two together interchangeably when you understand features versus benefits. Look, we're here helping all these other buyers on the fiber community grow their business, grow their personal brand, make the phone ring drive people into the store. We're helping all of them do that. And the main focus of this course is how do you tactically help those clients drive more leads by understanding things like features versus benefits. But in terms of us as sellers, whether we're five or pro or not, we want to drive more leads for ourselves. So I think it's kind of funny. It's like matrix or inception where we are teaching legion so that you guys can do legion to sell legion to these other people and it's all based on the same principles through the proof of having a process that you follow when you have features that's saying like Logan said, it's, you know, how many millimeters that camera is or the list of tools that the dentist has or how many years of experience the real estate agent has or how many, like all these different things that people are going to take down a particular list that they use in comparison. Obviously you need to have that if you're gonna be able to execute and do a good job and have people continue to renew with you. Yes, that's all tactical. That's all necessary. That's all competence that we expect that you have. But the benefit is how people feel. So if I get that sports car, maybe that sports car has got this much torque and horsepower and all this. But how do I feel? I feel like I am sexy. I feel like I'm going to get that woman to date me. I feel like I'm really confident now and that's what we have to be able to get out of the clients that we have when we're driving leaves for the author speaker coach for the dentist, for the real estate agent, for the mortgage broker. For whoever it is, we have to understand what is the benefit that they are trying to help their customers feel so that they will fill out that form. The form is permission to be able to talk further. I have to interest them. I'm not trying to sell them selling is when you go into all the, all the particular features. So you have to understand how to separate that out for the client. And if you don't explain that clearly for the client, you know what's going to happen. They're just going to give you a list of all the other ads that they've run, they're going to give you some basic things that are there to try to sell. And then when you run those on facebook, those campaigns don't work and they're going to blame you for that. Yeah. Features are a dead giveaway that it's an ad, most people don't like ads, the average user is served over 2000 ads per day. When you sell with features, they're just gonna ignore it. When you sell the benefits were either trying to take away a problem they have or make them feel better. That's when you can get results in these next few chapters, me and you guys were gonna hop in and cover in the weeds. How you can do things to actually drive the leads. We've been talking about the quality leads, we've been talking about on messenger, on facebook and on the landing page, etcetera. So let's jump into those and get in the weeds. Get a little bit our hands dirty now.