When publishing articles in trade publications, the focus must always be on the benefits of the client’s products.
To accomplish this, however, we must walk a fine line. The editor expects us to deliver content that will help her readers learn something. But, she also realizes we have a job to do, and that is to promote our clients’ products.
All is fine as long as articles don’t get too promotional. That typically happens when we start talking about product features.
This often is what clients want to see. They want the features of their products presented “front and center.” After all, that’s why they were developed.
However, we rarely can mention features. The article will get to advertorial and the editor may reject it.
Instead, we must focus on benefits.
In other words, benefits are designed to answer questions such as:
- How will the products help readers in their business operations?
- How can the products save readers money?
- How will these products make their facilities cleaner, healthier, or reduce consumption?
Possibly the following scenario will demonstrate what I mean.
I observed the president of a large contract cleaning company give a presentation before the managers of a high-rise building. The goal was to win the contract to clean the building. The presenter was discussing the following:
- His company was started by his grandfather, and he is the third-generation president of the company.
- His cleaning workers only use green cleaning solutions.
- All employees are from the local community.
- His cleaning workers have all been trained by certified cleaning professionals.
As I looked around the conference room, I noticed the attention of the managers starting to wane. Some started reviewing the paperwork provided by the presenter, while others even began checking their smartphones—always a bad sign.
The reason for this: The entire presentation was about him and his company. He never tied the features of his company to how they could benefit this group of administrators.
The takeaway: Whether it is a presentation before prospects or articles in a B2B trade publication, focus on the benefits! That is how to turn words into sales.
For more information on turning words into sales, contact Robert@alturasolutions.com