A Lesson in Marketing

I learned something new today about marketing. May be simple to others who have worked in this area for a while, but it was new to me.

When trying to sell a product or service, your selling line should not be “This product will save you money” or something of the like. You open yourself up to questions about what makes you special, why should I buy from you, and so on. Instead, make a small change, and suddenly, your selling line is much better: “This product will save you more money than the following alternatives”. You then proceed to list the most impressive alternatives that you can find.

The difference is, in the second statement, you indicate that you already know about the alternatives, how much they cost, how much they claim to save, and how your product is better. You haven’t explained all that, but you have indicated that you are prepared to defend your product against those alternatives.