What triggers a person to buy a product or service? One reason might be classic salesmanship from a salesman to a customer. And what does classic salesmanship entail? It inclides getting to know the customer and how they can get the best from a product or service. Then the salesman directs them to the product or service using features the customer needs in order to gain the desired benefits.

A good salesman does things that most small business advertising don’t. It makes a personal connection with the customer and elicits an emotional reaction. They then back up the emotional response with logic and reasoning that support what they want to do based on that emotion.

The majority of small business advertising in print an other media simply show the features of a product or service, instead of showing the customer how they’ll benefit from those features. Customers don’t really care about features unless they directly benefit them.

For example a vehicle that can hold up to seven passengers. If I have a family of three, then I have no want or use of this feature. It doesn’t benefit me. But say a good salesman learns that my only child has a bunch of friends over to our house and that I shuttle them between activities a lot, the classic salesmanship can take over and the salesman will recognize that the feature can benefit me.. That vehicle with room for seven can make my life easier because I can fit everyone into the vehicle and be the great parent because my child can spend time with more friends.

In order to create effective small business advertising, it is important to know your customers or potential customers and to know something about them. Once you know enough about your customers to describe them, you can make small business advertising that directly speaks to the customers. You can demonstrate how they will benefit from your product or service.

Features. Benefits. Emotion. Those are the keys to small business advertising. But the response you want to elicit-and the order in which these words and concepts matter to potential customers-is in reverse order.

First, your small business advertising must elicit emotion. It must create an emotional reaction or response. They have to desire and feel connected to your product or service.

Next, your advertising must show off the benefits that justify the emotional desire from your customer. Most people are looking for a reason to purchase a product or service they desire, but they need to justify the expense. Describing the benefits will help your customer justify their expenditure on your product or service.

Finally, you can showcase the features of a product or service. But remember, benefits of the features only matter if they support the customer’s emotional reaction and desire to buy in the first place. So don’t start out by focusing on features in your small business advertising.

If you want your advertising to result in actual business for you, then you have to remember to elicit responses in the proper order. Emotional response comes first. Describe the benefits that justify the purchase second. And third, showcase features that provide benefits.

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