Commentary
Patrick Malone consistently coaches, “No one ever paid a dollar for a feature or function . . . they buy the benefit and what it will give to them.” Another way this can be expressed is we need to provide a “what’s in it for them” explanation.
The results of a study published in JAVMA recently suggest that opportunities exist to increase communication of the benefits of veterinary care on clinic websites, and therefore, align better with clients’ preferences.
Source: JAVMA, November 1, 2024. Link.
Veterinary clients prefer benefit-focused online communication . . . while clinic websites uncommonly communicate benefits of preventive care services”
INSIGHTS: Simply put . . .
- Features depict what it is
- Functions share how it works
- Benefits offer something that is advantageous, helpful or good, therefore worth buying
Related: Malone: Your customers buy benefits, AHD Archives. Link.
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