We’ve all heard the saying “Features tell, benefits sell.” But do you apply it when you promote yourself to buy someone’s mortgage?
Sell the benefit, not the feature
Think of the Michelin commercial that shows a baby sitting in the center of a tire. It doesn’t try to sell the tire on features like tread or warranty. It appeals to your emotions and sells you the benefit of safety for your family.
When you talk with people about buying their mortgage, and when you prepare promotional materials like business cards and brochures, focus on benefits. The list below is an excellent model as you work out yours.
Don’t sell me things
| Don’t sell me… | Sell me… |
|---|---|
| Tires | Freedom from worry and low cost per mile |
| Toys | Playthings to make my children happy |
| Plows | Green fields of waving wheat |
| Tools | The pleasure and profit of making fine things |
| Shoes | Foot comfort and the pleasure of walking in the open air |
| Candy | Happiness and the pleasure of taste |
| Books | Pleasant hours and the profits of knowledge |
| Furniture | A home that has comfort, cleanliness and contentment |
| A refrigerator | The health and better flavor of freshly kept foods |
| A mortgage | An investment for a comfortable income |
Putting benefits into your note marketing
Notice the pattern in every row. The left side names the product. The right side names what the customer gets out of it, in their terms.
Do the same when you write your card, your brochure or what you say on the phone. Name what the person you’re talking to actually wants, not the mechanics of what you do.
