|
|  |
|
|
|
| |
| Mar 18, 2007 7:31 pm |
|
WSGAT = What's So Great About That? |
Denise Michaels
| |
Here's a very important marketing tip that has helped me tremendously since I learned it a few years ago.
Most business owners are in love with their process or their product - but they are not always in love with their potential customers. So they don't always think about finding the best ways to communicate what it is that they offer. As they try to get the word out they often mistakenly try to sell the product or the process by talking about features and not talking about the benefits - which is how those features relate to and help your customer.
A lot of people come to my teleclasses confused about the difference between the two.
A feature is something about your product or service that doesn't change.
For example in the past I have offered a teleclass called "Testosterone Free Marketing" for women home-based business owner. One feature is that it's offered on the phone - it's a teleclass. Another feature is that it's eight weeks long. Not too exciting - but it's information that certainly needs to be communicated to prospective attendees.
So how do we take this boring feature and turn it into a little more "sexy" and interesting benefit? Use the WSGAT question.
WSGAT? What the heck is that?
Well, I learned this from one of the first people who made the shopping network HSN a hit. His name is Bob Circosta and you'll still see him on HSN now and then selling Ear Mitts, Water Filters and other products. But he's also a consultant who helps people like the guy who hawks Oxy-Clean (I have some in my laundry room) get to the top of the heap in TV sales. He's a multi-multi millionaire and one of the best salespeople I've ever met.
WSGAT - stands for "What's so great about that?"
To this day you will find show hosts on HSN and QVC saying, "And what's so great about that is...."
So take your feature and then by using the WSGAT question - turn it into a benefit. So if your feature is say, ten years of experience, for example. By applying the WSGAT questions you might come up with benefits like - I know this industry and can answer questions quickly and easily, I have fast skills and can get what you need done completed the right way the first time. Or, because of my experience I can recognize the scams and the wannabes out there and that will help you save time and money.
There's a feature that wasn't too exciting - ten years experience - and by using the WSGAT question I quickly came up with three real benefits that a customer can relate to.
You can use this in one-on-one selling situations. And you can also use it when writing marketing copy - for a website, sales letter, etc.
Now it's your turn to try it.
All the best,
Denise Michaels
Author, "Testosterone-Free Marketing"
Get the book at http://www.tfmbook.com Private Reply to Denise Michaels (new win) |
|
| |
|
