Do your Customers use your Business Enough?

May 12, 2010 |   2 minute read


Do your Customers use your Business Enough?

You're a business. You know what your company has to offer. But how well can you communicate it to your customers?
Communicating your business so that potential customers are converted into unwaveringly loyal customers is just one way copywriters help you sell more. But copywritten web pages and brochures are only a first step to customers using your business more. You also need to sell yourself in every day communications. Here are some copywriter's tips for getting customers to use your business more.

What is the difference between a feature and a benefit?

Businesses always know the features of their business. Features are services or products you offer. For example, if you sell tires a feature of your business might be:

  • you sell all-weather tires.
  • Or, a particular brand of tires.
  • Or that your tires are always cheaper than anyone else's.

However, your potential customers probably don't yet care about a particular brand of tire, or type. They might even think half-price tires are bad.

The benefits of your business's features are not intuitively comprehended by potential customers. Customers need you to "spell out" why they need your product. You do this by helping them understand the benefits of every feature.

The fact you have a great product is never as obvious to potential customers as you might think. Or else, they wouldn't be "potential customers", but "unwaveringly loyal customers".

How to convert potential customers into unwaveringly loyal customers

It's simple. First, you list the features of your business. Second, explain what problem each feature solves.
Here's an example of how to do it. Then, get some free feedback. You can bounce your ideas around on Twitter @TangibleWords, by email or leave a comment below.