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

---

Increase Your Profits with a Point of Sale (POS) System

Whether you operate a chain of restaurants, a mom-and-pop convenience... Read More

De-Ionization Decisions in Mobile Car Washing

Many mobile car wash operators would like to add de-ionized... Read More

The Types of Skip Trace Accounts

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

Measuring Your Way to Success

Are you a motivational speaker who consistently gets rave reviews... Read More

Arranging Your Fundraiser

When deciding to host a fundraiser for your company or... Read More

Yeah, It IS Lonely At the Top

Sometimes when you run a business you feel as lonely... Read More

Small Business Planning -- Three Myths

Are you -- like 70 percent of small business owners... Read More

Beginning an Internship Program

CONSIDERATIONS FOR YOUR INTERN: Specify the number of hours the... Read More

Small Business - Would You Still Need An Accountant If You Didnt Need A Tax Return?

After over thirty years advising small business it still comes... Read More

Making a Donation to Bring MORE Business

How a donation is different from a sponsorship and what... Read More

Small Business Failures in America - Cash Flow Issues

We are noticing an increase in the length of time... Read More

Uncover Free Veins Of Gold By Prospecting Online Guru Newsletters (Part 1 of 2)

Incredible as it sounds, you have a goldmine of free... Read More

How to Prevent Home Business Burnout

As a home business proprietor, you may already realize why... Read More

Two Types Of Business Plan Cover Pages ? Which One Are You Using?

This is the tale of two business plans with very... Read More

Looking for a New Office Chair?

Perhaps you are building a new home office or you... Read More

Is Your Business Making Money?

Is your business making money? Would you know?Figuring out whether... Read More

New Habits, Rebounding Economy Help To Sell Giftware and Collectibles

Just a few years ago, when one thought of a... Read More

Mini-Blind Cleaning Business, Case Study

Sometimes the simple businesses are the ones, which make good... Read More

In Home Daycare Businesses for Profit

To have one of the popular in home daycare businesses.... Read More

11 Things Small Business Owners Can Learn From The Supreme Court

1. Have A Strong Constitution ? Justices deliver decisions by... Read More

Mobile Car Wash Market Opportunities in California

The current lack of industry leaders represents an exceptional opportunity... Read More

Firing Underperforming Employees in Your Small Business

Here are a few tips on how to hand out... Read More

Small Business Checks ? Money Saving Options

When you go into business for yourself, there are many... Read More

7 Essentinal Resources for Small Business

So you want to start a business but you don't... Read More

Franchise Territories for Mobile Businesses; Why Limitations

In franchising an individual desirous of their own business will... Read More

Small Businesses - Big Obstacles

Everyone is talking about small businesses. In 1993, when it... Read More

Competition in the Market Place and Over Disclosure Regulatory Burden

The Federal Trade Commission is assisting competitor to cheat and... Read More

Small Business Owners - They Owe You The Money Why Dont They Pay?

Doesn't it frustrate you when you've given good service, sometimes... Read More

Franchise Company Operations Manual Sample Outline

Many companies wish to expand and a few wish to... Read More

Joint Venture Your Way to Extraordinary Sales!

You know what makes me really happy? Drinking a Starbucks... Read More

Quality Controls for Franchising Companies Sample Outline

Quality control in franchising companies is paramount and all franchising... Read More

Small Business 101: Deadly Ignorance

American small business is again in transition. Many employees, now... Read More

How To Create A Business Note That Is More Attractive To A Note Investor

You are selling your small business (business value under $1... Read More