Thanks for subscribing to BrandReturn. We hope you're enjoying our tips to grow your brand and improve the return you get on your marketing investment. Don't forget to drop us a line with any questions or concerns you have about growing your brand and improving your return. We'll be happy to answer your question in an upcoming issue of BrandReturn.
One concern every business has is how to sell more of its product. Even a giant company like Microsoft misses the point sometimes. Hopefully, this issue of BrandReturn will give you some tips for improving your message.
Of course, you could always hire us to help you...
PS. Wednesday, 3 / 21 is the first day of Spring! Celebrate with a free water ice at your local Rita's.
How to program your message to play on everyone's favorite radio station: WIFM
Every wants to know "what's in it for me." Prospects will tune out your message out if they don understand how your product benefits them.
A recent online search for "Microsoft Vista" generated 8 negative listings out of the 10 items on the page (unless of course you search using Internet Explorer). Several of the articles discussed problems with Vista and openly recommended against making the purchase.
Business life is complex enough and technology issues only make it even more complicated. In addition, people tend to resist change in general, so it's no wonder people aren't exactly running out in droves to purchase Microsoft's latest development.
There's a lesson in this for every company: Never forget that a consumer's first concern is always "What's in it for me?" Help customers understand how your product benefits them and you won't have to convince them to buy. The product will practically become a magnet and attract customers who want that benefit.
While we all like to think we're very different from everyone else in the world, we're really very similar. We share similar feelings, similar beliefs, similar drives, and similar hopes. The more you understand your target market, the more you'll understand the different emotions that are unique to that market. Your messages can then be crafted to touch those emotions.
For example, each of us is afraid of something. What common fears do your customers and prospects share? If you can remind them of a fear and help them understand why your product is the best solution for that fear, you'll sell more of it. A silly example is deodorant. We're all afraid of smelling badly and afraid of being embarrassed. A deodorant commercial taps into these fears and we buy it.
While we all have desires, most of us will do more to avoid the things we fear than we will to move closer to getting the things we desire.
If Microsoft had worked harder to understand its customers and what fears we have about our computers, they'd have an easier time convincing us to head out to buy Vista.
I'm saving my money to buy a Mac.
Your next step: Ask yourself what your customers afraid of. Then look at the product you'd like to sell more of. How does that product help people overcome this fear? Then look at the messaging and ask yourself if it clearly reminds them of the fear and tells how your product will relieve it. If it doesn't do those things, that message needs a makeover.
Stuff our lawyer makes us say: You are receiving this newsletter because you have a relationship with us, expressed an interest in our services, or subscribed to it through our website: http//www.abiahdesigns.com. To share it with others, simply forward a copy of this email, but please retain all of this information, especially the copyright information.
If you've received this from a friend and would like to subscribe, sign up for your own copy on our site: http//www.abiahdesigns.com and you won't have to rely on your friend thinking of you the next time.
To remove yourself from this list, just reply to this message with "Unsubscribe" in the subject line.
Copyright © 2007 by Abiah Designs. All rights reserved. If you share this, print it out, or reproduce it in any way, please retain this copyright statement.
About the Author
About Abiah
Abiah is an award winning brand strategy and full service marketing firm that helps mid-sized businesses uncover and leverage what makes them unique to become the recognized leader in their market segment. Find out more about them and take the Brand Alignment test at www.abiah.com or call them at 866-982-2424.
To grow your brand call 609 653 2233.
©Abiah 2007 / www.abiah.com. All rights reserved. You're welcome to share this art
