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The Internet provides a huge opportunity to reach millions of people from around the world. Since most people go online to search for an answer to a problem, the marketing challenge is how you reach the people whose problem you can solve. Finding those people is a matter of understanding who your market is and using the right keywords to target them, which is a discipline all in itself. This article addresses how you attract those people once you find them.

As mentioned earlier, most people go online to search for an answer to a problem and there are many solutions to be found. Because there is so much to choose from, you have to be an expert at getting to the heart of what your prospect is looking for. Otherwise, they will go looking for a solution somewhere else. Your objective is to show them how your offer solves their problem. You do that by telling them the benefits of your offer. Don’t confuse benefits with features, because there is a big difference, and it’s essential you know the difference as you implement your internet marketing strategy.

According to Dictionary.com, a benefit is something that is advantageous or good, so you can think of a benefit as something your customer values since it makes things better for him or her. Benefits are the value provided to your customer. A feature, according to Dictionary.com, is a prominent or conspicuous part or characteristic. In an internet marketing situation, it’s helpful to think of a feature as an attribute or characteristic that describes your offer. You can talk all day long about features, but if your customer doesn’t see the benefit of those features, they are going to look elsewhere for a solution to their problem. You have to translate your features into benefits, the value, that will resonate with your customer.

First thing to remember is that the focus of your marketing efforts is on the customer, their problem, and the solution to their problem. Speak their language. Tell them what’s in it for them. Connect the value of what you’re offering (a solution) to the value (the results) the customer is seeking. Dig beyond the surface and tell them how your solution will give them what they want.

For example, let’s say a potential customer is looking for a way to get rid of an ink stain and they click on your ad for the world’s best stain remover. When they get to your ad, all they read about is information on the different ingredients in your stain remover. They are most likely going to back out of your ad, unless he or she is a chemist and just happens to know that a particular ingredient removes ink stains. On the other hand, if you mention all the different stains your remover will take out, including ink, your potential customer has reason to investigate your offer even more. If you talk about how your stain remover won’t harm their garment and removes the stain so well they’ll forget there even was a stain, now you’re talking value (benefits). The more benefits your customer sees, they more inclined they will be to purchase your stain remover. After all, your customer is looking for results because results matter.

Your internet marketing goal is to deliver customer value, which defines how you market your offer and your business. You become the difference in making a negative situation a positive one. If you can express the value, that is the benefits, of your offer, you will have a significant advantage over your competitors and will attract customers seeking the results you can deliver.