Here's a typical horse ad....
16.2 hand, Bay Andalusian Mare out of……blah, blah, blah……
As a potential customer, you had me for a couple of seconds, but the minute your ad starting looking like everyone else’s, you lost me.
What I really want to know is– What’s in it FOR ME?
What are the benefits of buying a horse from you? How does your horse make my world better?
If your ad (or website!) doesn’t answer this question, a sale is going to be very challenging.
Many horse people get caught up in describing the features of the horse – the height, color, breed, pedigree, etc.
If you want to make a sale, tell the customer the benefits of your horse in addition to the features.
If I was looking to purchase a new computer, do I want to hear all that “techie talk” about the inner workings of the computer, or, do I just want to know that
it’s fast, it won’t freeze and I can play my favorite DVD’s on it. (Ding, ding, ding…sale!)
The same holds true for horses.
Here’s an example, “…the horse has a great temperament.” We see this all of the time, right? But what does that mean to me, say, if I was an amateur rider?
Maybe that means I can take a group lesson and not have to worry about the horse kicking another horse or bucking me off. Maybe that means (Ooops!) when I give the horse the wrong leg aid, he will be forgiving and try to figure out what I was asking for. Maybe that means the horse is respectful and he won’t step on me, push me around, or drag me all around the barn.
Turning features into benefits is about translation – it’s about turning the description of the horse into a description of how wonderful my life will be because I bought this horse from you.
Want a response to your ad? Tell the customer the benefits.
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