Promotional Articles
Clarifying the Selling Points - Vitalize Customers
Let’s say that an engineering firm bases its cutting edge status on the fact that it offers sustainable approaches to wastewater. And, maybe a web design company claims to offer both resource-oriented and activity-oriented services. Perhaps a day spa offers hour and half appointments in addition to the standard 30 and 60 minute sessions. What does all of this really mean? Is it clear to potential customers just what the benefits are in each scenario? To many lay people unfamiliar with related terminology, the verbiage could be confusing and lack the impact required to engage people. To really influence purchasers, accurate explanations are necessary. This means that you should do a translation of your added perks or selling points. It is through this thorough communication that prospective clients become enthusiastic and responsive to your products and/ or services. Simplifying your language may not be easy, but the final result simplifies everything for the buyer. Many businesses are unaware of just how unclear their communication is. They are so involved in the jargon and daily experience of their own work that they fail to realize that what may seem easily comprehensible to them could easily go over a client’s head. It would be ideal for such companies to practice role reversal and consider the attitude of the customer who is less informed about the technicalities of specific lines of work. To summarize, business leaders must ask themselves “what does this really mean?” in terms of their marketing materials. Returning to the previous examples, let’s look at how these companies could improve their communication of their selling points. The cutting edge green design engineering firm should explicate on the benefits of sustainability. In their brochures, on their web site, and in networking contexts, it should be explained that sustainable approaches to wastewater are less intrusive to the environment. They should also relate the cost analysis- that using a green strategy can save a builder half of the money that a machine system would cost. And, of course, there are other bonuses including the integration of plant life, natural species, and a creation of an ecosystem. The web company would do well to make things as simple as possible for the community. Most people who seek the services of a designer know little about the technology or steps involved with developing a site. And, often times they don’t want to know. What they do want to know is that they are getting the most for their money, that the site will appear professional, and that it will serve them. Instead of listing both approaches, the firm might do better to explain that they have a method of web site organization that is sure to meet their clients’ varying needs. The need to communicate the functionality of their approaches tailored to meet differing needs. The day spa offering extended appointments may not have to explain as much. For starters, it is probably obvious to the public that a longer session for a facial, massage, or pedicure means more time to relax and be pampered. But, could there be more to the selling point? What if the spa explained in its marketing materials that hour and half appointments allowed for a more accurate assessment and treatment of skin conditions, muscle soreness, and structural alignment? Might their sales of these longer sessions increase if the public understood the reasoning for their existence? Have you analyzed your own communication to the client? You can make an assessment of your own explanation of benefits. Begin with a blank sheet of paper. Divide it into two parts. On one side, jot down each selling point or fact of your business’ products and/ or services. Next, on the other side, write down the benefit of each item in a thoroughly explained manner. For example, maybe your company stages office hours from 9:00am to 9:00pm. Now, what are the real bonuses of this? Is it that such hours allow working professionals to make appointments during their lunch or after the work day is done? When you carefully outline the reality of what your selling points mean in words your audience can comprehend, the truth is better established. Try your hand at the suggested chart exercise and gauge where your communication is falling short and could be improved. It is to your benefit. After spending some time concentrating on what could be adjusted in your advertising, kick your promotional materials up a notch and watch your profit escalate along with it. Author: Rick Sheldon has 18 years experience in the Promotional Products Industry and is currently President of Click 4 Promos.com a discount Online Promotional Products Company He can be contacted at 877-238-2421 or go to his site: Promotional Items Phone 1-877-238-2421
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