It’s easier to know what your customer wants when you are face to face with them. Probably that’s an advantages that sales guys have over marketing folks. Marketing is sadly quite isolated and does not get much face time with the target audience of their messaging. They depend on analyst reports, market research reports and various kinds of surveys to determine what the customer is possibly looking for. Quite tough to please everyone that way!
While navigating these difficult waters of product/service messaging to ensure customer attention and interest having a few rules of thumb can be helpful. Though there are multiple tools and techniques available to create a successful message, for me, 3 simple things have worked well:
Bling it – When it comes to bling, look no further than Bollywood (for the uninitiated, it’s the Hindi movie industry). Some movies have managed to pull crowds solely based on the promotional campaigns that showcased glitz, glamour, thrill and adventure. I call these elements that evoke aspirational feelings in the target audience; Bling. The aim is to create a feeling of “I want” in the customers’ mind. Simply put, add some shine to what you are selling and make it stand out from the crowd.
What’s new – The same old stuff in a new package just won’t do it anymore. The customers are much savvier today than they were just a few years ago. Today information exchange is instant, if I like/dislike a product/service/campaign I can let thousands of people know about it at the click of a button (long live Facebook). Product reviews are available the instant something hits the market, and in the case of a hyped product like an iPhone the speculations are rife much before the launch. In this digitally buzzing marketplace it is impossible to pass of old goods as new. You MUST have a differentiator.
What’s in it for me (WIIFM) – instead of going at it in a roundabout way, highlight in clean, simple messages, what’s in it for the customer. WIIFM can be related to aspiration, experience, lifestyle, utility, product attribute, convenience, or emotion. Some examples:
- Gillette: the best a man can get. The closest shave
- BMW: the ultimate driving machine
- L’Oreal: because you’re worth it
Let me know what has worked for you.