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ARE YOU INTERESTING ENOUGH?
The goal of marketing is to grab the attention of prospective customers and motivate them to make a purchase. In order to do that, your ad, brochure, direct-mail piece, and every other tool in your arsenal must hold the interest of your prospects.
Ideally, your product or service will appeal to potential clients because of the benefits it offers, not its features.
Mini Refresher
- Features relay facts and qualities of a product or service, i.e. the car has a V8 engine, leather interior, four-wheel drive, anti-lock brakes, and a 10-year warranty
- Benefits tout how the product or service will help your clients or make their lives better, i.e. the car is a blast to drive; keeps your family safe; feels luxurious; makes you feel like a rock star; has enough bells and whistles to keep the kids entertained on long road trips
You must clearly state those benefits and not get lost in a lot of technicalities or frivolous details.
For example:
Saying "this energy-saving dishwasher can save you $95 a month in water bills" is more engaging than "our patented system aerates water as it pumps through the specially designed power cells lining the walls of the dishwasher."
While the latter is relevant, it doesn't hold any direct benefit for the consumer. Saving money? That's a benefit everyone can relate to.
When creating your marketing materials, then, be clear about four things:
- How your product or service benefits consumers
- Why they should care about those benefits
- Why it's a sound purchase (quality, value, not a "rip-off")
- Why they should purchase immediately
Implement these strategies today and you'll quickly move up the interest meter!
The Turtles can help make you more interesting.
Contact us today for a free consultation.
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