Q. Are side-by-side feature/benefit comparison charts effective? I have noticed that some of our competitors have started using side-by-side comparison charts comparing the features and benefits of their company to our company. Are these effective in helping to convert a prospect into a customer? 
A. Marketing expert, Joe Gracia, responds: Absolutely - but only if you come out the winner! Obviously buyers want to make sure that they are getting the most for their money when they purchase a product or service. One way for them to determine this, is from feature and benefit lists that show everything that they will get with one company's product or service. Most Businesses Should Use Feature/Benefit Lists You've seen these feature/benefit lists on product boxes, in flyers, in ads, etc. You've even seen them on food products in the form of ingredients labels. Is it necessary to have a features/benefits list for 'all' products or services? Probably not all -- but most products and services should have them. Imagine a computer or digital camera that didn't have such a list? How could you determine if the computer or camera you were considering had all of the features that were important to you? We would always suggest that you detail what your customers get in terms of what is important to them. If your list of important items is significantly superior to your competitors, then it would probably benefit you to compare your list, side-by-side to your competitor's list. Using a Comparison Chart Does Not Guarantee Success Having said this, we have to add, that just doing this doesn't guarantee that you will now have an edge up on your competitor, or that they will have an edge up on you. A features/benefits list or side-by-side comparison of lists, is simply one element of many that you can use to help give you an advantage over your competitors. But, if your basic marketing strategy is flawed, then any technique used will have little if any positive effect. If you are running in the wrong direction, what does it matter what kind of running shoes you are wearing, or if you pace yourself correctly or not? Unless you change your direction, then it doesn't matter what you do -- nothing will help you win the race. Without an Effective Marketing Strategy, Nothing Works That's why having an effective marketing strategy FIRST is absolutely vital to your success. If you don't have a proven-effective strategy in place, then little if anything will work for you. 90% of small business marketers are frustrating their efforts by using ineffective marketing strategies. They're running fast -- but they are running in the wrong direction. Our Give to Get Marketing Solution is designed to provide a simple, proven- effective strategy that works for any business. You owe it to your business to check it out today.
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