Facts, benefits and dividends in your marketing

If there is no need, we create a need because: it has a ..... OWNERSHIP. With a lot of ..... BENEFITS. Which means a greater ..... YIELD (measured in personal utility).

Hit the mark with your digital marketing using FFU sales techniques

When we talk about digital sales, we're talking about SEO, Adwords and SoME. All targeted digital channels that, with the right strategy, can generate leads from the right target group. If you also have a website that can convert, then you should have customers in your store. That said, it's important that the content on your website activates your users. When working with digital sales, we start from the following primary parameters. Attract-asset converter focusing on facts, benefits and benefits = merchandising.

How is it done? Firstly, it's crucial to know your FFU (Fact-Benefit-Outcome) so you can craft the right message. If you just tell the facts, you'll never engage your customer and often it won't lead to a sale. As a business, if you can't tell your customer why they should buy your product or service, you're making it very difficult for yourself.

I first became acquainted with the presentation technique FFU about 10 years ago, which has optimised my mind-set on sales and marketing. In this blog post, I'm going to mix today's digital marketing with the old-school sales technique - FFU. Fact-Benefit-Use is an important tool in all industries to tell the right marketing message and profit more sales for your business. It may seem like common sense to always be aware of your benefits and to tell the customer about them, but that's just not the case. Many companies are good at telling all the features and maybe even the benefits, but often forget the benefits. By identifying facts, benefits and benefits and linking them in your copy, you can have much more potent and effective marketing, and most importantly - achieve More sales.

Your FFU is a crucial factor in defining why someone should buy from you

What does FFU stand for?

FFU is a sales technique that stands for FACT, BENEFIT and EXCHANGE. The model is used to clarify the benefits of the product and how it benefits the customer. It's usually more difficult to explain what the customer will gain by buying your service or product. It's often easier to tell the customer about all the features and benefits of a product without getting to the heart of it. EXCHANGED.

I also often catch myself in a situation where I've either started writing some text and forget the benefits, as I just let go of all the facts and benefits that I'm strong in. I therefore park my knowledge about the product itself, with a lot of facts, but forget to transform that great knowledge to tell what the product's benefits are for the customer. Customers don't buy a product's feature. They buy the benefit.

FACTS is the easiest to identify. These are facts or characteristics about your business, such as products or services. For example: "Denmark's largest selection of XXX".

BENEFITS is what the feature does. These can be factual and the benefit is not connected to the prospects of use yet. Example. "you can just shop in one place"

EXCHANGED explains what personalised value the customer gets from the purchase. It connects the facts and benefits of your product to a solution for your customer. For example: "Saves you time and money".

Overall, it will sound like this: We have Denmark's largest selection of XXX, so you only need to shop in one place. Saving you time and money.

You can follow a few simple steps to create your FFUs

A good idea is to hold a team/workshop day (we also organise them in companies) where everyone in the team is involved in preparing the company's SFF. On the training day, this FFU review will also be combined with what we call objections and answers. For example, if you have a webshop, any answers and objections can be used in a FAQ.

• Make a list of your products' features. Depending on how many of you there are, split up into small teams. Leave room to add objections and answers later (Download our sheet here with FFU-IS)
• Go through them and add your benefits. Write as many as you can.
• Put yourself in the shoes of your potential customers and take note of the benefits of your product, company or service. Dig deep and dig for what they want.
• Review it all and write down what is useful, which can then be used in sales and marketing in the future. Also for guidelines internally in the organisation.

Remember - in general, try not to use a competitor as an advantage. It's too easy.

What's next?

Once you have identified your various facts, benefits and advantages, you can start turning them into concise texts, descriptions, etc. Your FFU will help you immensely with your marketing and you will rethink your products, company and services. Now your texts will connect with your potential customers profitably and that will mean more business for you!

To return to a few FFU examples

Example 1:
This BOSCH washing machine is equipped with VariPerfect. Display showing programme sequence, temperature, revolutions, remaining time and end time A programme selector for operating all washing and special programmes.

The first FFU forgets to tell the customer benefit. See how it can sound if you rewrite it a little.

This BOSCH washing machine is equipped with VariPerfect, which allows you to choose the energy or time reduction of each programme and expect the same perfect washing results while saving time and money.

We've also taken another example, which is from a Danish webshop selling homeware:
A magazine holder like this can really enhance the atmosphere in the living room, kitchen or wherever else you want to place it. It is robust and can hold a good amount of magazines.

But instead:

A practical magazine holder that can hold a good amount of magazines, so you can store all your magazines out of the way in a discreet and stylish way. Now your magazines won't be lying all over the place and it will look great in your home.

Remember that if it is text related to SEO and meta-description there is a maximum number of characters - 56 in Title and 156 in Meta Description.

I have now created a long list of FFU texts

Once you've created your FFUs, you'll hopefully quickly realise how important they are to your marketing and online sales success. If this is your first time working with FFUs, you might also ask yourself why you didn't do it before?

Surprisingly few people actually use these in their copywriting, adverts etc.

I see tonnes of examples every day where I think, why would I buy that? I stumbled upon this 8 million dollar house for sale:

The property is located on a double plot (facts) and is comfortably secluded (facts) and elevated from the road (facts)why it's really secluded here (benefits) from the otherwise popular promenade (advantage). The property also has a driveway from Gyvelvænget (facts) for a good garage (facts) while providing extra parking space for your car or boat (advantage) directly from the seafront.

Does the description make you want to buy this house? - Quickly paraphrased from the same words, I would write like this:

The property is situated on a double plot, which means plenty of room to roam. The plot is also secluded and elevated, so you can feel completely secluded and won't be disturbed daily by curious glances from the popular seafront promenade. The villa is also accessed from the less busy Gyvelvænget, so you can quickly and easily get going in the morning and spend an extra 5 minutes on your morning coffee. In addition, you get a good garage and extra parking space, which can be optimally used for a car or boat, as the access here is directly to the seafront and therefore easily accessible for such activities.

Now I know the real estate agent and know that he is very passionate about his fact-benefit dividend, which is why I think he deserves some smoke 🙂

The real estate industry is an exciting industry, but I don't think it is utilising the full potential of the newer digital opportunities. An industry with a lot of digital potential that could lead to more sales.

Do you get the point?

Some of these views alone are a good reason to spend time running this through for your own business. If you work out some good FFU properties, they will become the backbone of all your texts and you will see yourself overtaking your competitors.

Benefits can also be your business conditions such as delivery and payment. Therefore, remember to disclose the benefit of choosing you.

Use your FFU in yours:

• Meta Descriptions / SEO
• Digtal sales
• Company description
• Webshop
• Brochure/flyers
• Marketing in general

We also organise workshops and lectures on this. Try it in your organisation.

Do you think the post has some interesting points of view and do you need some inspiration to work with your FFU in your digital marketing? We also organise workshops and learning sessions on the topic, where we work with your FFU and your digital marketing (seo, content, ads, meta). The goal is to get your digital marketing to hit the mark so that it will activate your users. Contact us to find out more!