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Make your benefits clear!
The process to which is often referred as "institutional"
marketing can be extremely seductive, particularly to the small businessperson
since it is intoxicatingly flattering to the ego. Small businesses often
attempt to copy their larger corporate nemeses in an effort to create
strong brands through relatively smaller marketing budgets. Such a tactic
unfortunately requires a long period of time and repetitive advertising
in order for it to work.
On the other hand, when a business brags itself as being a better company
with a better product at a better price, it usually winds up with very
poor, long term results. If a statement is made wherein the author proclaims
that his company or product is number one in the marketplace, such a statement
will all but make that information more suspect. Even though there is
evidence to substantiate that claim, there will no doubt be a clear lack
of credibility.
In this day and age where consumers are more educated and more sophisticated
than ever before, claims of any kind can never be made without them somehow
being criticized or at least questioned. Therefore, a better approach
is through positioning -- the concept of effectively anchoring a product
or service, in the mind of prospects, above the competition.
Implication, Not Specification
Any claim, even if backed up with statistics or surveys, is seldom believable.
An old mentor of mine once said, "Implication is remarkably more
powerful than specification." In other words, if you specify that
you're the best, you'll be questioned. But if your marketing implies that
you are, without stating it outright, you will not only get the message
across but you will also anchor that message (and position it) more effectively
in the minds of your target market.
For instance, when Pepsi doing their famous taste tests in the 80's,
Coke thought that a newer, better-tasting Coke would beat Pepsi -- hence,
the introduction of the "New Coke." But where is the New Coke
today? Not only did Coke reintroduce the older version under the banner
"Classic Coke," but the New Coke has also disappeared from the
grocery store isles.
Specify Benefits to Imply Superiority
Coke wasn't the only culprit. Pepsi made a similar mistake with its clear
brand in the early 90's. Of course, during the last decade there was a
fad with clear consumables. Clear soaps, clear deodorants, clear dishwashing
liquids, clear sodas, and of course clear foods were stocking up shelves.
At first, they were selling quite well. "But what Pepsi didn't count
on was the 'curiosity factor' in its research," says Jack Trout in
his book "The
New Positioning."
In essence, there is no clear benefit in a clear product over its darker
version. People are astonishingly attracted to benefits, whether consciously
or subconsciously. And clear colas were hip because the initial perception
was that "clearer" meant "better," "safer,"
or "healthier." It was this perception of more benefits that
drove their initial success.
However, once the market realized that this was not true in that clear
sodas have just as many calories as their darker counterparts, they were
dropped. The only clear consumable that stood the test of time was the
clear deodorant. Why? The clear deodorant prospered because people can't
stand white, powdery residue on their clothes (and it is terribly inconvenient
to wait for the deodorant to dry). Thus, clear deodorant has a clear benefit.
Position with Benefits
Having an impressive portfolio, including a slick ad campaign, a superior
product or a number one company, will not work for you in the long run
-- unless you have a million dollar ad budget with money to invest in
repetitious commercials. If you run a business or sell a product or service,
make sure that when you position it in the marketplace you do so by marketing
its main, core benefit or benefits -- not its features, superiority, or
image.
A benefit that is clear, practical, and direct will, in your promotional
efforts, naturally convey a sense of superiority -- without having to
state it outright. In short, make your benefits clear.
About the author
Michel Fortin is a direct response copywriter and consultant dedicated
to turning sales messages into powerful magnets. Get a free copy of
his book, "The 10 Commandments of Power Positioning," when
you subscribe to his free monthly ezine, "The Profit Pill."
See http://SuccessDoctor.com/
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