It’s clearly important to know the ins and outs of any product that you are selling.
If I were to sell bags of coffee beans, I would know the type of bean and roast. I’d know where the beans were sourced and whether they were organic.
The first thing that comes to mind when trying to sell your product is describing it.
ML Results Coffee
100% Brazilian beans - Espresso roast
From a free-trade coffee farm in Minas Gerais
In fact, most coffee beans are sold exactly like this.
But that's a huge mistake.
Instead, you should sell the need.
Let’s ask the question first: what is the need behind coffee? The most common answer would be to get energy. It’s also warm and has a pleasant flavor.
Here is a different proposal for my coffee bean bag:
ML Results Coffee
Get Energized From a Fresh Cup of Coffee
Richly Aromatic For Full-Bodied Flavor
Then I’d put the product details (bean type, etc.) on the back of the bag so that consumers could find it if they were to look for it.
It would stand out from the other coffee beans because most brands only feature the product details, as I showed in the first coffee bean bag text.
This approach can be used to sell anything.
You go to a store to buy a drill. You don’t buy the drill because you love drills; you buy a drill because you need a hole in the wall.
Sell the hole, not the drill. Sell the result. Make sure you find a need that your product can solve, use this need to your advantage, and focus your pitch or message on that.
Give it a try in your next ad, or contact us, and we will see what we can do for your business.
Talk soon,
Mikkel