So What? How to Elicit Benefits from Features

"So what?" is a lovely question.

It can lead to a punch on the nose if you tactlessly say it to others to challenge their ideas but, when you use it to question your own decisions it has endless uses. Today I'm going to describe a process for applying it to elicit benefits from features and to determine if a marketing task is really worth it!

This article will require you to roleplay in your own head, or better still, get the help of a colleague or friend to play the role of the "So what customer".

Eliciting Benefits From Features

Now, imagine, if you will, for a moment your business...

...Think of a service or product you provide...

...How do you currently describe it to potential customers?...

...Okay, now put yourself in the position of one of your customers or potential customers and ask yourself, "So what does that mean to me?"...

...You should be able to elaborate on your initial description to provide more specific and relevant information about your offer...

...Put yourself in the shoes of your customer again and ask, "So what does that mean to me?" in response to your elaboration...

...Aim to keep this dialogue going until you run out of answers to the "So what?" question...

...If you write these responses down you will begin to see a hierarchy of benefits leading from what is usually a simple feature...

...The final response should describe the core benefit to your customer although the journey on the way to this will uncover lots of other useful benefits to consider and use...

Next time you communicate (when networking, talking or writing) about your product or service you might want to start at the other end of this hierarchy (the end with the juicy benefits) and build your message around that.

Remember, most people buy benefits not features.

A feature might describe something in technical terms. A benefit, however, will describe it in a way that your customer can associate to their position, needs and goals.

Here's a slightly cynical but appropriate quote you might find useful "Bend the facts to fit the conclusion. It's easier that way."

Justifying Marketing Spend

There's another great use of the "So What?" question - during a Lean Marketing Detox. Not sure what a detox is, then read your f'ree ebook that came when you signed up to Lean Marketing Champions!

During a detox you list all your marketing tasks and evaluate them to work out what works and what doesn't. The "So What?" question comes in really useful during the "Cost Money" justification section. You will be putting all of the Cost Money tasks on a chart one by one and then asking yourself the question "So What?".

For example, you may have "Get A New Logo" as a Cost Money task. You'll use the question in the following way...

TASK:

Get A New Logo.

QUESTION:

So you'll have a New Logo - So What?

ANSWER 1:

My current logo sucks and I've seen people sniggering behind my back after receiving my business card. If I want to be taken seriously, the Word Art logo I'm using now will have to go. I think a new logo will help me to make more money.

ANSWER 2:

I just feel like a change. One of my competitors has just changed their logo and it looks lovely - dead cool. I'm not sure red is in this season either. I just want to do it to keep up with the competition.

ANSWER 3:

I'm about to change address anyway, so I'll have to get new stationery. The current logo was a good 'temporary solution' while I got myself up and running but now I want something that can become a permanent part of my identity. I think it's necessary to get this right now.

If you opted for ANSWER 1 then your task will have been redeemed.

If you opted for ANSWER 2 then your task was a genuine, 'recreational marketing', time wasting, little nasty - DUMP IT. Reprimand your temporary stupidity - destroy that task and then pat yourself on the back - good work!

If you opted for ANSWER 3 then it's a toughie. This one hangs on by the skin of it's teeth but we'll be dealing with it using the 'Pain or Gain' Matrix.

If you want to know more about the Truth Chart, The Pain or Gain Matrix and the "So What?" chart, then read the Detox book that came when you signed up - if you can't find your book (or never got round to reading it - shame on you!) you can access it here - www.leanmarketing.co.uk/champs-freebies.html

As you can see, The "So What?" question can really have a number of meanings. It could mean "So what will you get if you do take this action?" or "So what could be the consequences of not taking this action?" or it could just be a blunt question that prompts truthful justification.

I love "So What!"

Speak Soon,

'Dangerous' Debbie Jenkins
debs@debbiejenkins.com

(c) Copyright 2005 www.BookShaker.com

SUMMER CAN BE SLOW FOR BUSINESS
But don't let that get in the way of your success.
This is the ideal time to work on your business
rather than in it. Get 2 F'REE eBooks and prepare
for more success with less effort here...
http://www.leanmarketing.co.uk

I'm wondering if... You Know Other People who should be reading this too? So do us all a favour (they get 2 free books - we get a new subscriber - you get to look good) when you Pass On This link... http://www.leanmarketing.co.uk

---

Organizing Tips for Small Business Success

If you discovered the bottom line in your business depended... Read More

How Is the LEGAL SYSTEM Dishing Out JUSTICE in Your Town?

Thankfully, most of us will never find out. That is... Read More

The Beauty of Focus and Plan B

Did you ever have one of those days or weeks... Read More

The Power of Why: Your Psychological Ally To Marketing Success!

Here's why 'WHY' is such a profit-making marketing trigger."Stop taking... Read More

Venus Transit - and Small Business?

On June 8, 2004, the world witnessed what no one... Read More

Starting a Virtual Assistant Business

If you're organized, smart, capable and willing to work with... Read More

Is This The Way Its Always Been Done?

Let's face it, we all tend to get stuck in... Read More

What is Business Process Automation?

Business Process Automation or BPA for short. This was a... Read More

The ABCs of Fundraising

There are many little details that go into making sure... Read More

Pressure Washing Graders and Tractor Motors

When pressure washing heavy equipment each piece of equipment has... Read More

Franchise Buyers from Hell

I ran a franchise company for many years, a car... Read More

The Joy and Hazards Of Finding Your First Office

Q: I have outgrown my home office and need to... Read More

Genius Time? It Matters

I frequently give presentations at small business gatherings, providing me... Read More

Starting an Aircraft Washing Service

To wash an airplane there are many items you will... Read More

5 GREAT WAYS to Gain New Contacts

What are the 5 best ways to gain new contacts?There... Read More

Franchise Sales and Use of Online Franchise Directories

Franchising Directory Sites-Paid Advertising, Lead Generation for FranchisingFranchising Directory Sites... Read More

Building A Business That Works For You

Before you want to build your business, you need to... Read More

Proper Care and Feeding of the Business Owner

That sizzling sound you're hearing may be a symptom of... Read More

What Help is there for Veterans Starting a Business?

Some of the very qualities that attract people to the... Read More

Do You Need Accounting Software for Your Small Business?

If you're anything like me then you dislike with a... Read More

Top 7 Small Business Resources for 2005

If you want to start a business in 2005, and... Read More

The Types of Skip Trace Accounts

First, we need to define the different kinds of skip... Read More

Direct Mail - For Small Businesses

We hear a lot of talk about junk mail nowadays.... Read More

Five Tips for First Time Entrepreneurs

It seems so long ago that I started my first... Read More

Start a Resume Writing Service for Profit

The resume writing service serves an important role in the... Read More

Postcard Marketing Your Small Business

One of the best marketing strategies a business or organization... Read More

How To Choose A Franchise

You'd like to go into business for yourself, and believe... Read More

Small Business Owners - Form a Relationship with Your Bank Manager

It's just like a marriageTo expect a bank manager or... Read More

The Misconceptions of the Value Of Disclosures in Franchising

Disclosure laws in franchising are suppose to help the consumer.... Read More

Encouraging Your Customers to Pay On Time

Nothing can drive a business down faster than customers who... Read More

Small Business Marketing Secrets: Look Like Sizzle, Be The Steak

You've heard marketing and advertising gurus quip, "Sell the sizzle,... Read More

Mobile Detailing Expansion Considerations

Expanding your business requires you to take a good hard... Read More

ADH Will Make Your Life More Productive & Your Life More Profitable

What is a Virtual Assistant?? A Virtual Assistant is that... Read More