After you have identified your products and services and created a list of related component keywords, the next step is to specify how your products assist or be advantageous to potential clients. Simply put, you need to know the advantages of your components as they apply to your prospect. This training module will be help you to develop and use statements that allow the prospect to visualize using your product and explains how your product can help. Your product will become the champion in their eyes. This information can be used in sales and marketing conversations, literature, and internet marketing.
There are many types of searches. In this training module, we will talk about three types of searches – keywords, longtail keywords, and advantage keywords. An example of an internet keyword search would be when a person searches for the keyword “shoes”. A long tail keyword search is usually more than two keywords used in an internet search i.e “Red High heeled shoes size 8″. Advantage keywords (aka advantage phrases) are action oriented statements that explain what your products and services actually do for your client i.e. ” high heels that don’t hurt”.
These “advantage keyword phrases” explain how the bluetooth device is helpful or how it can be used –
Yes, advantage statements are only useful as they directly relate to your prospects needs. You got it. If a prospect comprehends how they can use the “bluetooth” feature of an cell phone, they will be able to understand the importance of purchasing the product. Use “advantage keyword phrases to present the product’s usefulness or how your product solves problems.
Check out the following “advantage keyword phrases” – How can a security monitoring system be useful?
Create a mental picture that your prospect can identify with by using advantage statements and purchasing your product will make sense. The prospect is more likely to purchase when they can see how the product could be useful to them. Take every opportunity to present your product’s possible advantages as they relate to your prospect’s needs. If you can identify possible advantages your internet marketing, marketing materials, and presentations will be more effective.
You can also use advantage keywords to influence your prospect when they become skeptical. Whether you are competing or your prospect is teetering, using the relative advantage phrases can influence your prospect’s decision. Not sure what an advantage keyword is? I will clarify. Advantages explain how a component of a product can help or be used. It could also explains what the feature of the product actually does. This is an ACTION oriented statement that also explains how your product helps to avoid problems. Advantage keywords can be used on your website and could improve search engine results.
When a potential customer searches the Internet to find products and services that can help them with a particular challenge or problem, the results are based upon the content your website. Your website should be full of advantage keyword phrases that match your customer’s request. Most of us are familiar with keywords. Keywords are placed inside of websites pages, blogs, and even videos.
Incorporate keywords that are less sought after and relevant to your products and services. People that enter detailed specific searches are clearer about what they want, may have a need, and are closer to making a purchase. Long tail keywords and advantage keyword searches are less sought after – so their is less competition and lower cost. Develop internet content based on long tail and advantage keywords. The combined search volume may even outweigh the top ten keywords.
Keywords in high demand have lower conversion rates. Keywords that are low in demand have a higher conversion rate. This is great since long tail keywords and advantage keywords have fewer competitors that are using or targeting them in marketing campaigns?
Let’s try another exercise. Below is a chart giving you examples of the answering machine’s feature and advantage. Can you name any more advantages?
You can use the “advantage keyword tool” to help you brainstorm.
If you want to spark an interest in your product, reveal to your prospect how your product can be useful. Some modifier words used in developing advantage statements could include “help”, “avoid, “allows”, and “prevents” (see the “Advantage Keyword Builder Tool”). Help the prospect to “visualize” the product’s usage by describing how your product/service can be helpful to them.
“Fans will come if you have a good product.”
~~~Steve Alford
Your Turn
*Choose a product or service that your organization provides
*List 5 component keywords
*List 5 advantage keywords for each component keyword
*List 3 sentiments for each advantage keywords.
Send in you assignment via email to
Please submit as a Microsoft Word document unless otherwise specified
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Last updated – 4/18 /2015