‘Ultimate Benefits’ - things we all really want out of life. 

Addressing these benefits will help you to sell better. Look around you and you will notice firms talking about benefits that their products and services offer. However, they may fail to emphasize the right benefits by emphasizing intermediate benefits instead of ultimate benefits.

Think about it this way: When they talk about their product features or the variety of design options, do they really say why the client should care? To reach out to your consumer, you have to stop thinking as the firm, start thinking as the consumer. Don’t advertise your great pricing, instead talk about what the consumer can do with the money saved

To make things concrete, let’s take the example of a garage. If a garage is able to repair a car faster than its competitors, then the intermediate benefits to the consumer are time saved and reduced anxiety. The ultimate benefit is more time to enjoy life, more time to go on long drives. In the same vein, I believe that Mayo clinic’s website is a very good example. Rather than making a descriptive statement on their website, they offer “Answers” so that there’s no confusion as to what the center could offer the patient or friend of a patient. This is a place where you’ll find answers.

Once you are able to identify the ultimate benefit you offer, you can design your marketing campaigns around them. These benefits can change with time. However, every firms needs to have an ultimate benefit penned down. I have jotted down some of the ultimate benefits (real and fictitious) to give you a start. 

1. Insurance company – Peace of mind. 
2. Gym/Aerobics center of equipment manufactures – Health, Longevity of life. 
3. Bank – Financial Independence. 
4. Builder/Developer – Place to be the real you. 
5. Telecom service provider – Be near your dear ones. 
6. Doctor – Life. 
7. Training institutes – Knowledge, Prestige. 
8. Travel companies – Leisure. 
9. Dietician – Personality, Confidence. 
10. Book seller – Intellectual satisfaction.
11. Online retailer – Leisure shopping, Time saved to enjoy relations. 
12. Computer Manufacturer – Smart. 
13. Microwave oven manufacturers – Good and Healthy food. 
14. Beauty product manufacturers – Attractive to opposite sex. 

Now, that you know what does 'Ultimate Benefits' mean, I would suggest you to start working on identifying your firm's ultimate benefit/s.