What makes a customer purchase a product or service? One answer could be classic salesmanship on the part of the salesman working with that customer. And what does classic salesmanship entail? Classic salesmanship includes getting to know the customer and discussing how they can benefit from a product or service. The salesman then directs them to the product or service with the features they need to get the benefits desired.

A good salesman does something that all too often small business advertising does not. They elicit emotional responses with a customer using personal connections. They then back up the emotional response with logic and reasoning that support what they want to do based on that emotion.

Most small business that advertises using print and other media simply tout the features of a product or service instead of explaining to the customer how they will benefit from those features. In reality, the customer doesn’t much care for a feature unless it directly benefits 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 is of no benefit to me. If a good salesman were to learn that my only child has a ton of friends over all the time, and that I shuttle them between activities, then classic salesmanship takes over and the salesman suddenly recognizes how the feature can benefit me.. That car with room for seven could make life easier because I can fit everyone into the vehicle, and be the cool parent because my kid can spend more time with 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 show how they’ll benefit from your product or service.

Success in small business advertising could be summarized in three words: Features, Benefits, and Emotion. But the response you want to get, and the order that these words and concepts matter to customers is in reverse.

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

Next, your advertising must showcase the benefits-to the customer-that justify the emotional desire. People are looking to purchase a product or service that they desire, but they must first justify the expense. To help your customer justify their expenditure on your product or service, you need to describe the benefits.

Finally the features of a product or service can be showcased. Remember, features only matter when they demonstrate benefits that backup the customer’s emotional reaction and desire to buy. So never start in your small business advertising by focusing on the features.

Remember, if you want your advertising to result in actual business, then you want to elicit your responses in the proper order. First, get your emotional response. Describe the benefits that justify the purchase second. And third, showcase features that provide benefits.

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