When you are a seller of products, it is very easy to forget that while you are interested in selling those products, your customers are interested in buying solutions.
How does that hurt you?
You spend your time talking about the product without taking the time talking about the benefits the customer will receive when they buy your product.
For example, when you describe your 4 horsepower standing kitchen mixer in fire engine red with gleaming stainless steel blades, your customer certainly knows how pretty it is, but she does not know that your mixer reduces the time to whip cream by fifty percent, has dough hooks so you can make bread dough easily, has an energy efficient motor so it saves electricity, has a sweeper to sweep the sides of the bowl so she does not have to, and is sturdy enough to be used in a commercial kitchen.
Now it is possible that you cater only to people who want to colour coordinate their kitchens, in which case you should be talking about sky blue, conservation green and banana yellow as well, but it is more likely that your customers might buy even a plain old stainless steel mixer if it could do some or all of the benefits listed.
Benefits, that is the key word. Your customer certainly needs to know the size, colour, weight and power of your mixer as well as which attachments are standard, but what will really sell that £300/$400 kitchen appliance is how it will help them and why it will help them more than Al's Appliances online or down the street.
Here are the most typical benefit categories you should consider when writing about your product.
1. Time Saving
Time is one of the most valuable asset that any one of us owns. If you have a product that can help customers spend less time on low value tasks, be sure to demonstrate how. Do your makeup products go on in less time? Does your hardware glue dry faster?
2. Labour Reducing
Similar to saving time, anything that allows people to use less labour in their daily lives is always welcome. For example, do your 'big hands' gloves allow someone to pick up more wood at a time? Is your paint thick enough to cover in one coat? Does your mixer do the bread kneading for you? Does your cat grooming brush reduce the number of times you need to brush your pet?
3. Boosts Efficiency
These themes are a bit the same but efficiency also means energy savings. Does your thermal drape prevent 20% more heat loss? Does your brand of battery last 15% longer? Does your printer cartridge allow more pages per cartridge to print?
4. Saves Money
Everyone wants to save money. Does your razor last longer? Does your container garden save money on buying herbs in the store?
5. Improves Health or Appearance
Do your supplements make people healthier? Is your jewelry more flattering? Do your buscuits help burn fat and make people slimmer?
6. Saves The Earth
Does your product replace a throwaway? Is your product made of a material that saves animals or threatened plant life from being used?
You love your product because it makes you money; your customer needs to love it for the benefits it provides.