Hi, I’m Tom Wanek. Welcome to WonderBranding’s Marketing Quick Take Q&A, where we answer your most burning marketing questions.
Today’s question comes from Ed Skimin, owner of Emerge, Incorporated. Ed wants to know:
“We are putting together marketing plans for a new service, and have a long list of features and benefits that explain why our target customer should be excited to buy our service. How do we decide which feature and/or benefit should be the focus of the marketing campaign?”
Ed … here’s what you need to do. First things first, be sure to concentrate on the benefits of your service, as well as the emotions that fuel your prospect’s desire to buy from you. In other words, what does your service DO for your prospect, and how does that make your prospect FEEL?
Next … assigning value to your benefits requires that you go on a little reconnaissance mission.
My all-time favorite technique is to visit Internet forums where your customers congregate. The anonymity of Internet forums allows you to get a truly unbiased opinion and uncover which benefits are most important to your prospect. You’ll also learn the “language” of the customer, and the emotions that reside within your prospect’s heart.
You should also poll prospective customers, individually, and ask them questions such as: “If you were forced to choose between Benefit A and Benefit B, which would you choose?”
And one more thing … tap into the knowledge of your front line employees. Ask them which benefits would prospects find most appealing.
Ed, these techniques will clue you in and help you decide which benefits are the primary benefits that should be the focus of your marketing campaign.
Thank you, Ed, for sending in your question.
As always, if YOU have a marketing question you’d like answered, ask away by emailing your question to: ask@WonderBranding.com.
I’m Tom Wanek … keep moving the sales curve upward.