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Customer Currency Translate Every Feature Into Their Want

Identify your customer's primary currency — what they want most or want to avoid most — and then translate every feature of your product into more or less of that currency. Repeat that core benefit throughout your marketing. Here's the counterintuitive truth: you can repeat the core benefit your customer wants as much as you like, because they never get tired of hearing about what they desire most. It's like hearing your own name — it never gets old. Relate to prospects as one human to another, not as a business transaction. Educate them by teaching what they need to know. But always translate your value into their desired currency explicitly so they understand what they're getting and why it matters to them personally.

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Identify your customer's primary currency — what they want most or want to avoid most — and then translate every feature of your product into more or less of that currency. Repeat that core benefit throughout your marketing. Here's the counterintuitive truth: you can repeat the core benefit your customer wants as much as you like, because they never get tired of hearing about what they desire most. It's like hearing your own name — it never gets old. Relate to prospects as one human to another, not as a business transaction. Educate them by teaching what they need to know. But always translate your value into their desired currency explicitly so they understand what they're getting and why it matters to them personally.

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  • Answer2:03

    The Relate Educate Translate Framework for Persuasive Marketing

    Relate to prospects as one human to another rather than as a business. Educate them by teaching what they need to know. Translate your value into their desired currency - what they want most - and do it explicitly so they understand the exchange.

    → Canonical answer
  • Answer

    Customers Never Tire of Hearing the Core Benefit

    Identify your customer's primary 'currency' - what they want most or want to avoid most. Then translate every feature of your product into more or less of that currency, and repeat that benefit throughout your marketing.

    → Canonical answer
  • Answer3:07

    Five Stages Prospects Move Through Before Making a Decision

    You can repeat the core benefit your customer wants as much as you want - they never get tired of hearing about what they desire most. It's like hearing your own name - it never gets old.

    → Canonical answer