2 Marketing Take Home Messages I found interesting

Saturdays are great to reflect back on your weeks learnings, activities and happenings (actually any day is). Being one such day for me, I stumbled across 2 interesting points for marketers and campaign managers. The first is more applicable in the offline setting, but lets try to extrapolate into the digital realm, while the second is right up the digital marketers alley.

1. Selling Features vs Benefits:  Feature is the physical attributes of your product, the components that make up the product, the small pieces that add up to the product you are trying to sell. On the other hand, benefit is the connection a customer feels when he / she uses (or potentially use) the product. For instance, the car you are trying to sell might have dual-powered engines, a robust ABS, leg space, and what not. They are all features. They become benefits when the consumer takes the car out for a test drive and feels the power in the veins; the key here is how to get the customer to test drive the car. Drawing parallels in the digital world,  Enterprise Software is something that could be the same for instance. Company A might offer you the best CRM, but Company B that offers good CRM on top of giving you a trial and free on the house first month of membership has a greater chance of getting you in than company A with a laundry list of features. So if you are a digital marketer, ask yourself if your current AdWords, Facebook  and Twitter strategy is getting you closer to where you can make the ultimate sell, a wind that sweeps your prospects away to say yes before they even realize.
2. The Art of Psychology in selling: Human Emotions play a big role in selling. Sentiment analysis is driving social media and making selling more tangible. Understanding your brand sentiments in the social sphere can help you understand if you are doing something right. For instance, I got introduced to this concept called ‘Five Ideas that Matter‘ and the co-author Haydn Shaughnessy who talks about metatrends and the concept of connecting lexicons and emotions in measuring brand perception.

In a nutshell, the relevant questions to ask are:

• How will the person’s life be better, easier, or more fun with my product or service?
• Why will they want to tell their friends about my company?
• Without my product or service, what will the prospect be missing?
• How will the prospect justify this purchase to themselves or their spouse?

One Response

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