smart businesses have been taking advantage of this little marketing hack since way before marketing hacks even existed it doesn't involve changing what you offer or even offering anything that's any better or different than what the other guys down the street have to sell sometimes to see the most success in your industry all you need to do is focus on what everyone else is ignoring back in the early 1900s the Beer Market was crazy competitive every brand was fighting for attention at the time they were all using brown bottles to keep their beer fresh it has
something to do with filtering out light but nobody was really talking about the brown bottles as a feature or the resulting freshness as a benefit that's when Claude C Hopkins an advertising Legend stepped in to help Schlitz stand out when he discovered that these brown bottles were the key to keeping beer fresh he saw his in he'd build a whole marketing campaign around it highlighting the brown bottles as a unique selling point for Schlitz even though everybody was using the same bottles by emphasizing this unspoken feature Schlitz became the brand you thought of when you
thought of fresh beer you know they made a huge Splash in the market making people believe they were getting something Superior the result sales skyrocketed and Schlitz became one of the top selling beers in the U.S but chances are you don't sell beer so how can you use the same principles to help double your own sales and client generation on your website well every industry even yours has certain common features and benefits that most if not all if your competitors also provide but the thing is these features often go unnoticed because no one's talking about
them and that common oversight can be your unique opportunity to stand out the first step here would just be to list out all the features that you provide your customers whether they're unique to your business or not so if you do have some unique ones great if you're not already talking about those is on your website you should start but if all those features you offer really aren't too different from your competition your next move is just to start looking at their websites what items on your list do you just not see coming up very
often either ignored completely or minimized to the point of irrelevance I just got married and when we hired our DJ we had no idea that he offered all of the lighting equipment that would make our venue look really amazing it came up after the fact and I learned from our wedding planner that they pretty much all offer that either included in the DJ cost or for a really low add-on price that eliminated the need for us to source that from a different vendor which was a huge benefit that was never even brought up with a
sea of wedding DJ websites that pretty much feel the same and all promise to you know pack your dance floor a really welcome add-on like this would definitely make whichever smart business that chose to publicize that stand out even though it's not actually that unique step two would be to go further than to Simply bring up the feature what you really want to talk about is the benefit behind the feature and that's because features are really just things and nobody buys things they buy results outcomes pleasure and avoiding problems in other words benefits outsell features
all day long let's take a cleaning service for example you know pretty much every cleaning person I've ever used comes with their own cleaning products even vacuum cleaners in some cases and you don't really see that brought up on their websites very much so if one of these cleaning businesses were to make a big deal about it on their site it would help them stand apart but again provided cleaning products isn't really a benefit in itself it's just the feature the real benefit is that I the client don't need to worry about adding cleaning products
to my shopping list and I never have to worry about running out of anything it's handled sounds like a little thing but imagine shopping around for someone to clean your house and only one of your options specifically mentions that you don't have to stock up on cleaning products or pay for them or you know wonder which ones you should even have that can be a deciding factor when it seems like they're the only one offering that level of service and if you're wondering how to actually incorporate these unspoken benefits and features on your own website
I want to invite you to my free on-demand masterclass that's going to go over all the important stuff you need to include on your website and how to do it for maximum client generating power so click right here and I'll show you exactly how it's done what you need and what you should probably leave off your website if you want to make a true impact and fill your business with that steady stream of clients on demand so can't wait to show you this stuff so click right here [Music]
