This training topic examines the importance of WHY in your marketing message.

You must use stories and how to build those stories, to have the maximum effect. 

I have reviewed what Garages normally do in their marketing messages, and this is no criticism,  I'm not picking on anyone, but when I look at what garages (including my own), tend to do, we list our services.

Imagine paying for adverts that simply tell potential customers you're a garage and you do garage stuff.

The next stage or improvement over just having a list of your services, or the tools and equipment or the facilities you have.

What I call  features 

Is moving on to benefits. 

You have probably heard about features and benefits.

How you must tell them the features, but explain the benefits.

You can save them time because you are local, and your customers don't have to travel to the bigger town to use an alternative, because you have the same facilities.  You may have a courtesy car, the benefit here is your customers will not be without a vehicle. 

These are all good things to explain, as opposed to a list of services and tools.

If the customers don't understand the features, they will understand the benefits.

But only if you explain it, taking your marketing message one step further.

Explaining the benefit to the customer.

So we take the feature and add the benefit. 

Simple enough, but so few garages do it.

You must explain the meaning of the benefit. 

To do that you need to tell a story.