The reason I mention this particular commercial is not because of number of times it was aired but rather because of message it was sending. This company knew importance of potential clients hearing something about their product or service that impressed someone else.

It’s called Word of Mouth and it can make or break success of almost every aspect of our lives, especially our business lives. In our personal lives, if we like something, we will talk positively about it to others. This, in turn, will show them that this is something good and that they should check it out.

It could be anything from a favourite plant that flowers throughout growing season, to a fabulous doctor who has bedside manner of an angel. If we are happy about something, we will likely talk about it to others.

In our business lives, positive word of mouth generates referrals and referrals generate business. So, word of mouth is one of most important marketing tools that can contribute to our success. What could be better than a customer mentioning how pleased they were with a service you provided to others who may need this service? Free advertising… that’s what word of mouth is.

Not only do we love to be recipient of positive word of mouth, we should also realize that others are in same boat as us and rely on word of mouth to help them succeed as well. So, if you like something, be sure to tell others about it, especially if they are in need of something you had a great experience with.

For example, for months I have been trying to find a backup software to use on my new computer. I tried several and was not impressed with how they performed or extent of their customer service. It would sometimes take over a week to get a response. Well, I finally came across this little, cheapy program that said it would do what I wanted it to do. I figured it wouldn’t hurt to give it a try. And… I was very happy with outcome. At one point I had problems and in one afternoon, after several emails back and forth with author of software, I was up and running again… no problem. This tiny little company impressed me so much that I have recommended his software to as many people as possible…including you. Check out Backup Assistant at http://www.graffman.net.

You begin with a fancy graphic, your company logo, a slogan, and perhaps a special offer. However, more needs to be included in your sales copy to actually get your customers to buy. You need to include some your product’s features. But, more importantly, you have to list benefits of your product or service.

Let’s begin with your product or service’s features. These can include price, colour, options, or availability. Your customer will need to know some of these features to determine if what you have to offer is what they want to buy.

But, it’s benefits of your product or service that may be deciding factor in whether they buy from you as opposed to from your competition.

Benefits are advantages your customer gets from purchase of your product or service. What does it offer buyer that will be advantageous to them; that will fill a need; that will make their life easier; or that will solve a problem?

Acquiring new customers from your advertisement or marketing material will be more likely to happen if you show them benefits they will receive from purchase of your product or service. Show them “what’s in it for them”.

Let’s look at Webster’s Dictionary’s definition of a feature and a benefit (in context of a business’ product or service):

Feature: noun: a prominent part or characteristic; structure, form, or appearance.

Benefit: adjective: receiving or entitling one to receive an advantage; help; useful aid.