How to write marketing messages that people want to read

Posted by marianchapman on November 11, 2010 under Marketing, SME News | Comments are off for this article

Why would I want to own it?

A feature is:
• Physical size
• A 75 horsepower motor
• A new type of mattress
A benefit is
• Small enough to fit in your jacket pocket
• A mower that takes the work out of gardening
• A restful night’s sleep

Features are generally easy to describe but benefits can be trickier because they are often intangible.

Emotional appeal

The most persuasive benefits are those that provide emotional or financial rewards. So, it is not the brighter smile that the toothpaste offers that is its benefit; it is what the smile might bring you (friends, a better job).

Emotional Location First Clover Leaf Bank rewards can cover the whole spectrum of emotions but basically allow the buyer to feel better in some way. For example, sending flowers to a friend or family member allows the buyer to express love. Buying products made from recycled materials offers the buyer the chance to be environmentally responsible.

Financial appeal

Products that deliver financial rewards allow the buyer to:
• Save money (a discount for multiple purchase)
• Make money (accounting software for managing a home-based business)
• Gain convenience and time (microwaveable meals).

In your customer’s shoes

To identify your product’s benefits, you need to consider the customer’s viewpoint. One way of achieving this is to talk to or survey them asking them to tell you why they like your product.
Purchasers might see benefits in the product that you had not considered – alternatively they may not be seeing the benefit that you had designed it for.

Look at the customers who have purchased your product in the past. What does that customer profile tell you about your product’s benefits? If you don’t have that information you might set up a few systems to develop and track the following information:
• Ask customers for suggestions for improvement
• Pay attention to customer complaints and prospect inquiries
• Listen to what your customers say
• Train and reward employees for listening to customers and prospects
• Watch your competitors. Do the changes in their product offerings suggest desired product benefits?

Analyse and learn from this input and you will able to list your product or service’s benefits and know exactly what is in it for your customers.

This will start you off in the right way towards creating marketing messages that people want to read…and act upon.

Next month we will continue to study the creation of effective marketing messages.

Free Resources

Marketing-Simply – A Guide to Marketing for SMEs –
Business Plan Template – Cashflow Template – Start Up Guide
Guide To Strategic Planning – Small Business Guide

www.ukba.co.uk