By Will Swayne, Head of Strategy at Marketing Results and EO Brisbane member.
With market noise greater than ever, I’ve found that prospects who aren’t ready to buy tend to be resistant to even well-crafted marketing messages. “Sell benefits, not features” is good advice, but benefit-rich copy can paradoxically deter prospects who haven’t reached the decision stage yet. They’re just not ready for hard-hitting benefits; they want valuable content instead. (more…)