Prospective customers may not know all the great features and benefits of your product or service. Don’t overlook a simple step in marketing your products: tell your customers why they would want your product.

I was checking some football scores this past weekend on ESPN.com. Before the scoreboard launched, they showed me an intermediate page:

This ad was trying to promote ESPN’s premium service. However, all they could say to entice me was “You don’t know what you’re missing.”

If I don’t know what I’m missing, why would I want to sign up?

Why don’t you tell me I get extra articles and interviews? Tell me I get discounts and streaming online video of games.

Please tell customers what they get and why they should care.

Some customers will be curious and try to find out what they are missing even if you don’t tell them. However, that is the exception to the rule. Most potential customers, oblivious to your great product, will walk on by without further investigation.

First, tell customers about your product’s great features. Second, translate those into how they benefit the customer. By so doing, you’ll paint a picture that the customer can imagine and will compel them to proceed down the sales path.

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