Thursday, March 23, 2006

 

Your customers don't believe you

So you're a smart enough marketer that you've stopped talking about features and product details in your copy, and you're finally talking about benefits and value.

But your customers don't believe you.

So is the best strategy to address directly how your company or brand benefits your customer, or "bash" the alternative, as some argue?

Probably a combination of both. Never shy away from how your products are intrinsically changing the lives of your customers. If you've built your products right, they directly correlate with an existing need or pain point in your customers' lives. There's real magic there, and honest, direct benefit messaging will always be strong.

But I think the message here is to also "be real." Don't let your benefit messaging fall off of the cliff and start to sound like a cliche. Prove your point with examples, testimonials, results.

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