What kind of language do you use to talk about your business? Do you know what is the difference between features and benefits in your communication?
What are features?
Many business owners try to promote their business by talking about features. Features describe the function of what a product or service does. For example, if you were selling a car, a feature approach is that it has 222 horsepower, all wheel drive, power steering and side impact beams. The thing about features is that they don’t connect the dots between what you do and what it does for your customer. And most potential customers don’t make the connection on their own.
What are benefits?
Benefits, on the other hand, speak about what is in it for the customer. Going back to the car analogy, it would be talking about feeling because your children are protected by the safety features or being confident driving in bad weather because of the differential steering.
Test your own marketing materials
I find myself falling into the pattern of talking about features or the “here is what I do” so I make a point of taking a step back and analyze the way I describe my business. Here is a quick exercise that will show you in a visual way whether you used feature based communication or benefits based communication.
Take a look at your website, brochures, business card and other marketing material either as you create them or when they are done. In fact, I encourage you to take one copy of each communication piece and 2 colored pens. Circle with one color all the times that you use features to talk about your business and then use the other color for when you use benefits language in your marketing communications.
Studies have shown that people tend to make decisions based on emotion (the connection with what’s in it for them – or benefits) and then justify their decisions with facts (the features).
I’d love to hear what you discover as you work on and review how you talk about your business in networking and marketing communications.
Would you like to give business presentations with more confidence? Or just work up the nerve to talk about your business with other people? This course is designed just for you!
Over 8 weeks, you will give 6 prepared presentations, impromptu talks and work on your 60 second introduction. You will get immediate feedback from your co-speakers in training as well as 2 facilitators.
John Nieuwenburg and I want you to be successful in giving business presentations. Find out more info here: http://divafish.com/workshops/
The course starts Friday, September 27th in Vancouver.
I am really pleased to announce our next set of workshops based on the DISC behavioural profile in August and September.
Communicate with Style: DiSC Basics
This 3 hour workshop introduces the DiSC profile of four behavioural styles to help you understand your personal style and awareness of other styles.
Dates: August 22nd or September 20th, 6:30 – 9:30 pm
Benefits of this workshop:
Understand the 4 basic behavioural styles (DiSC)
Have a clear understanding of your personal style
Learn about what issues are important to you in communication
Have a strategy to interact more effectively
Build Powerful Networking Relationships with Advanced DiSC
Date: September 29th, 10:00 am – 4:30 pm
You will learn how to use the DiSC profile to identify the behavioral style of people you meet and dramatically increase your communication effectiveness. Included is a personalized assessment and report of your personal style (value $50).
This is ideal for networkers, sales people and teams, business owners and entrepreneurs who depend on the ability to connect with people they meet to open relationship doors and close sales. It will change the way you approach clients and tailor your style to give them the best environment possible.
Topics covered in this course include:
Understanding the DISC profile and your personal profile
Assessing typical questions in a prospect’s mind
Choosing approaches to connecting based on profile
Understanding what motivates prospects (and what demotivates them)
Creating ways to stay engaged (customer retention)
Our April workshops had great feedback and more importantly, impact on how people understand themselves and each other. Our May workshops are now open for registration.
Communicate with Style: DISC Basics is all about YOU! Learn about your own behavioural style, strengths and struggles and get some practical tips on how to adapt what isn’t working for you about your style.
Building Sales Relationships with Advanced DISC is all about connecting with prospects and clients. You will learn how to recognize your buyer’s profile, what works best for them while harnessing the innate strengths of your own style.
Here’s more info and how to register: http://divafish.com/events-workshops/
Here’s some of the amazing feedback from our first DiSC workshop:
I went to Anne’s workshop last week with my daughter. It was a great opportunity to open the communication channels and for both of us to get some insight into one another’s behaviours and personality traits.
Anne and Darrell are a great team they are dynamic and engaging and as I learned can related to every one in the group.
If you are looking to energize your work or family communication this seminar is great way for you to kick start the process.
Anne is a passionate presenter – full of energy and enthusiasm while at the same time being fully focused on the needs of the audience. I recently attended Anne’s evening seminar on DiSC Basics – Communicate with Style and took away many actionable and practical tools for my professional and personal life.