Successful agents long ago realized that good marketing is about satisfying the needs and wants of their target markets. The single most powerful element that can help an agent close the sale is a compelling benefit statement that clearly addresses the result that the client hopes to achieve. Remember, “If you give people what they need, you can make a living, but if you give people what they want, you can make a fortune!”
The benefit statements, or focused marketing messages, that are able to break through the marketplace clutter and make product and service offerings appealing to the marketplace are those that make an emotional connection with the target market. Well-crafted, market-driven messaging can completely change a product’s appeal simply by placing the marketing focus on specific benefits and attributes that are important to the client.