When you are writing your marketing copy don’t fall into the trap of writing about what you feature.  You need to write about your benefits.  Writing about what you feature really isn’t of any interest to people.

A feature would be something like “our restaurant has a new state of the art grill, just installed”.  Turning this into a benefit would make it “our new grill brings you even better tasting food in half the time”.  The difference is clear, you need to let the customer know what they are getting out of your features.

The problem with this approach in today’s market is that once a businesss has succeeded in geeting over this first hurdle of turning features into benefits they can often list too many benefits and put the customer off.  If as a business you communicate one clear big benefit you will be remembered by people and people will come to recognize you as being synonymous with that benefit.  With internet marketing you have so much competition you need to have that big benefit.

Think about the way you market your business, do you let people know what your main benefit is? is it clear? Could you ask an employee or colleague what the main benefit customers have from using your product over others is?

You might be surprised that is not that clear in your mind or the mind of other people associated with your business.  Make it clear to you and your colleagues and it will be clear to you customers.

You may be worried about focusing on one benefit or group of consumers but once you target a specific group of consumers others will follow.  Successful businesses have known who they are marketing to and focused on that group of people.  If you spread the marketing message to many different target groups you will not create an identity.  By focusing on one group of people with one benefit other people from other consumer groups will follow.

A specific example of this would be in the international real estate industry.  If you have a real estate sales company you have two choices when focusing your internet marketing.  Do you go for the people who are looking to make an investment in international real estate or do you go for the people who just want a second home for holidays?

Target one group.  Lets say you target the investors.  You set your marketing message up so that you tell people the benefit is that your properties are going up in value (providing they are), you give them the figures, the potential income and the ease of the management of the properties.

You are focusing your marketing message on one group of consumers but you are not alienating the others. By doing this you will still attract the holiday property buyers.  These people will come to you knowing they can have the benefits of a holiday property and the knowledge they are making a great investment.

Don’t be scared to target one group of consumers with one big benefit.  Focus is the key.