Small Business Marketing – The Number 1 Question to Guide Your Communications

When you’re scheming on your small business marketing and communication strategy, never leave out the most important marketing question there is -“So what?” Your customer just wants to know what’s in it for them. They don’t want to do any investigating, homework, or even have to think about it at all. They just want it straight up. If you’re not communicating the advantage of doing business with you, then what’s going to stop them from going to “the other guy”?Marketing 101: FAB (Features, Advantages, Benefits)Any marketing student could easily have FAB tattooed on their forehead, as it has been drilled into them so often. It is crucial to your small business marketing success, so let’s make sure you understand the concept. The first step in communication of your service or product is to create an FAB list.
F is for Features: The “what.” What is it? What do you do? Your product or service’s characteristics.
A is for Advantages: The “how.” How can it be used or how it can help. The advantages of your product or service.
B is for Benefits: The “why.” Why should I buy? What’s in it for me? The results customers will get from using your product or service. The answer to the question “So what?”Let’s look at some examples of FAB to help clarify…ABC Motor Oil
Feature: High quality ingredients.
Advantage: You car will run better.
So what?Benefit: Peace of mind, wherever you drive.Bob’s Bread
Feature: We only use organic ingredients in our bread.
Advantage: It’s a healthier bread with no chemical additives.
So what?Benefit: You will no longer be polluting your body or the planet with your morning toast.In certain cases, using the FAB model might seem too obvious or pushing things too far. Using your best judgment is key. Ask for a second opinion if it seems too “cheesy salesman” or just feels weird. A good trick is to pretend that you are selling your best friend on your business. This will keep it feeling genuine, as if you’re speaking from your heart.Don’t forget that stating the obvious is often very effective. Remember: your client doesn’t want to have to connect any dots, so do it for them. Who is your target audience? What will connect with them and get them feeling warm and fuzzy inside?Where to use FABFAB applies for any of your small business’ marketing communications. Your promotional materials like brochures, press releases, advertisements etc… Your website is, without question, the most important spot. This is your online home for whatever your goals might be: clients in your store, buying products, signing up.A Step Ahead of the CompetitionAfter completing your Marketing 101 lesson with your new found FAB knowledge, you’ll be surprised how many businesses overlook it completely. They might list a couple features, throw in some advantages and call their marketing communications complete. Just by answering “so what?” you’ll be miles ahead of the competition in many cases. The benefits of doing business with you must be crystal clear in your customer’s mind. Communicate your benefits however and wherever you can. They are what really matter in the end. Ask yourself the Number 1 Marketing Question and see what it can do for your small business.