Effective Marketing Strategies For Your Promotions
June 16th, 2008 by Hunter
Having an effective marketing campaign that highlights the benefits of your product and not the features is the key to having a successful promotion. Repeating this marketing strategy on a consistent basis will only help your business reap the rewards over and over. If you aren’t sure what the difference is between the two, then keep reading…
Features Describe Qualities
Here are a few quick examples:
- The Widget 5000 is made from 100% recycled products
- Our ladder is made from lightweight titanium alloy
- Our glue is protected by a world wide patent
What’s In It For ME?
The easiest way to define benefits is to remember “WIIFM” or “what’s in it for me”. When looking at it from the point of a view of a potential buyer, benefits are what those features mean to your prospects, for example:
1) You’ll save time and money and cut down on environmental pollutants when you use our energy saving
Widget 5000. Plus, you’ll have the peace of mind to sleep at night knowing you’ve done your part to cut down on pollution.
2) Lightweight durable titanium-alloy frame means no more aching back muscles in the morning, and the best part? You’ll be able to maneuver it with ease. Even better, it comes with a lifetime guarantee, so you’ll never need to buy another ladder again!
3) Our world wide patent-protected glue ensures you can use it on any surface material. Be it wood, plastic, metal, ceramic, glass, even tile. No messy cleanup, and no hazardous fumes to inhale. Plus it comes with our “never re-glue it again-guaranteed!”
Take a look at the words in blue. Those highlight the benefits of each sample product.
In the first product example, the consumer will “save time and money” and have “peace of mind”. Notice how these benefits fit right into a persons interest and desires?
Ask yourself, who doesn’t want to save time and money or have peace of mind?
Continuing with the first example, if a person is socially conscious, peace of mind will fit right into their desires. Remember that benefits are what those features mean to your prospects.
These are just a few made up examples, but I think you can see the big picture here.
Conclusion
The goal of your promotions is to address the benefits of the product, and not its features. People are searching for solutions to their problems. For example, save more time, make more money, and gain more confidence.
If you remember to focus on your readers interests and desires, you are sure to put forward an effective marketing campaign. The trick is to highlight the specific benefits that will push your reader’s emotional hot buttons.
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