The thing with running a business is that it can be incredibly challenging to make people stay interested with your brand, especially if you’re competing with other companies offering similar products or services. The landscape of consumerism is constantly mutable and companies who are ahead of the curve are always trying to find ways to make their target customers remain loyal to their business. Nothing can be more devastating to any business than losing their clientele because they were unable to keep up with the aggressive promotion of their rivals and competitors. As an entrepreneur, it is your responsibility to never lose sight of the bottom line since your livelihood is heavily dependent on how customers perceive your identity as a trusted brand.
Indeed, perception matters greatly for any self-respecting business because people have their personal preferences that affect the way they buy things or try out experiences that will enhance their way of living. Marketing strategies play a huge role in ensuring that consumers are not just aware of your presence and the nature of your business, but what you represent as a brand and what you can offer to them that is different from everyone else. It’s important that you’re able to make a convincing case to let people see that your company is the kind of commercial entity that would bring value and meaning to their lives. People are now more discerning when it comes to selecting brands that they like to support, and they know exactly what they want when they are ready to spend their hard-earned money. As such, you must take great care to make sure that when they pay for your goods or services, they should always be getting value for their money.
Authenticity, quality, and transparency are the key elements that consumers are looking for when they are appraising the values of any business. Whether people are seeking the right supermarket to buy their weekly groceries or a reliable car manufacturer to purchase a vehicle, they will make sure that such places pass their personal standards before they would consider doing business with a chosen brand. Even if you do somehow manage to possess all three of those aforementioned vital components, there’s still the mutable challenge of pleasing a broad range of customers when you know for a fact that not everyone shares the same preferences. So how exactly do you overcome this particular dilemma? Look to the handy pieces of advice featured below to help you find solutions on how to effectively persuade people to champion your brand.
Differentiate features from benefits
Certain businesses often make the mistake of misunderstanding features and benefits when devising their marketing campaigns for a new product or service. While the two may seem similar at first glance, they actually have distinctive definitions, and learning about them could very well help entrepreneurs think about their sales pitches to clients in a whole new light. To clear the air surrounding these two terms, here’s a helpful primer: when one refers to the “features” of a product, it outlines the physical attributes and functions that the item does or possesses; when one is talking about the “benefits” of a product, it entails the holistic or emotional value of the item as perceived by an individual.
Understanding the key difference of these terms shall allow you to make smarter choices as far as producing advertising copy or sales pitches to consumers since they’re more likely to respond to a product’s benefits rather than showing how it works by listing a number of technical features which is likely to go over their heads pretty quickly. Furthermore, this decreases the risk of potentially alienating customers at the onset because you aren’t pushing them to buy something out of a mundane need, but rather enhancing their purchasing experience by associating strong emotions to what you’re offering them.
Incorrect: “This shampoo contains all-organic natural plant extracts.”
Correct: “This shampoo will help keep your hair soft, smooth, strong, and manageable.”
Use simple but evocative language
Emotions are a powerful tool within an advertiser’s arsenal, and indeed, the best ad campaigns are anchored by a specific emotion based on a company’s service or product. Think about the brands you’ve encountered in your life and how seeing their ads made you feel. You may notice that such marketing campaigns utilized the element of simplicity in terms of verbal and visual language, and yet it manages to produce powerful and striking emotions inside of you immediately after the text and images have been absorbed by your consciousness. That kind of emotional resonance deployed through elegant restraint is what you should strive for when trying to entice consumers to be a part of your business.
Whenever you’re in doubt, it’s always best to run through your ad copy by proofreading the text so you could read between the lines. This process allows you to spot any unnecessary details that may otherwise prevent a customer from trying out your offerings. Moreover, if something in your marketing plan doesn’t strike an emotional chord within you, then it’s also likely that others will also feel a similar apathy towards your efforts. Always be in control when it comes to infusing emotion within your advertising.
Incorrect: “This laundry detergent removes all stains with ease.”
Correct: “This laundry detergent gives new life to your beloved clothes.”
Never dazzle with jargon
There are instances where the failure of a company’s advertising campaign is attributed to the reliance of unfamiliar terms that only industry insiders or a small amount of individuals know about. Ad copy that features a considerable amount of jargon is akin to shooting yourself in the foot. Using words or phrases which people aren’t too familiar with is a bad move that can directly impact the sales reports of your company. You might be under the impression that using such fancy terms would come across as impressive, but the fact of the matter is that people don’t like to encounter pretension when dealing with advertisements.
Even the most erudite of consumers would prefer that commercials should remain comprehensible enough to reach various demographics. That being said, you should leave the jargon to the experts and use layman’s terms to ensure that anyone will know exactly what you’re trying to say when attempting to sell your product or service. Bear in mind that if something sounds confusing to your ears, then that’s a sign that you must pare things down to the bare essentials so the message of your brand will be fully understood.
Incorrect: “This phone has an improved operating system and advanced WiFi protocols.”
Correct: “This phone runs smoothly and connects to the internet faster.”