 |
|
|
Health Check
Wellness Clinic - Provide Budget & comprehensive screening
package
Log in
www.healthcheck.sg for
detail
|
Features and Benefits Brainstorming
This is it what I use BEFORE I begin to write any marketing copy or launch any new product or service. You can complete this with the by-hand method listed here or use the form that I've created (available in the FORMS section of our web site, http://www.abundancecenter.com/forms/main.htm).
I complete this exercise even when I think I'm sure that I have it done. The mind plays some funky games, by redoing this exercise, my thoughts zone into what I'm working on, and my mind becomes razor sharp.
In other words, if I am writing marketing copy and I do this every day for many different projects, even though I did the exercise yesterday for the same project, I repeat it without looking at the previous version.
Almost every time something new emerges that surprises the ding-dongs out of me. This works on the principle that when you dump it on a page, your mind becomes free to allow what is underneath to rise to the top.
By Hand Method
On a new sheet of paper, draw a vertical line down the center into two columns. Title the left column "Features" and the right "Benefits."
Let's first start by listing the features. Leave the Benefits for after you dumped as far as you can at this sitting. Features are the adjectives that describe the product or service.
Here is a few questions that will help speed your progress: * What does it look like? * What does it do? * How does it help? * What unique advantage does it offer?
How is it different from other products/services?
Your goal is to list at least 10 features.
Now let us switch to the "Benefits" column. Here you need to describe the outcome (results) of each feature. They need to describe the results of the feature you listed. If you don't come up with anything, ask yourself if that is really a feature. If not, scratch it out and keep moving down.
Here are a few questions to get you started: * How does that particular feature bring value to the customer? * Will they sleep better, eat better, make more money, or what better because they have it?
Next, contact some prospects or past customers (not current customers). Ask them to identify the benefit they see in your product/service. Usually they can give you benefits you could not see. This is usually an eye-opening experience so don't skip over it.
Now, number each of the benefits in significant order from the prospect's perception. You can number them and then e- mail ten or so prospects, present and past customers, and ask them to number them. Then you can see how well you know your prospects. If you are way off to their perspective, then at least you know you need to get to see things from their viewpoint and you can work on that.
Finally, yet importantly, choose the top, number one, ultimate benefit that stands out. THAT, my friend, is the foundation of all of marketing and writing marketing copy. This isn't the end, now you need to build your marketing strategy around this ONE, repeat ONE, benefit.
Don't make the mistake juvenile marketers make by expressing all the benefits. This only confuses the buyers. Moreover, if your prospects are responding, "I need to think about it" more frequently then you prefer -- let this be your clue. Catherine Franz, a Certified Professional Marketing & Writing Coach, specializes in product development, Internet writing and marketing, nonfiction, training. Newsletters and articles available at: http://www.abundancecenter.com blog: http://abundance.blogs.com
|
Get Checked Before
Complication Strike Log on to
HealthCheck.sg - All
nationalities welcome to enjoy the privilege and offer corp
price .
|
|
|
|
|
RELATED ARTICLES
Value Proposition is the Key to Success
Value proposition is treated as the standards or service that the organization is planning to offer or deliver to targeted group of customers with the help of some effective strategic planning.
Build Lifelong Networks With Your Own Barter Group
I don't know if you have ever seriously considered bartering. If you haven't considered it, it's probably about time that you did. Why? Well, besides the fact that both parties involved in a barter leave feeling satisfied, it can also build lifelong personal or business connections. Building a network of contacts with other people not only increases the number of acquaintances and friends you have it also practically guarantees success.
Practice Marketing: How to Answer What Do You Do? to Increase Prospects, Publicity and Profits
"What do you do?"
Does Your Marketing Plan Need Changing?
Change is good, right? Not always. But when is it bad? Is it a question of good or bad? Sounds philosophical. Maybe it is.
To Be Successful Sell to Wants not Needs
My mother used to tell me, tongue in cheek, that I never wanted anything in my life- everything I asked for was something I needed!! Think about it. We say, "I need a new car." "I need to go on vacation." "I need someone to clean my house." When was the last time you heard someone say, "I want a new pair of shoes." I bet even Amelda Marcos said, "I need a new pair of shoes."
Get FREE Web Tips From Your Competition
I knew this one would get your attention. How can you, the savvy business entrepreneur, get FREE ANYTHING from your competition? The answer is simple: Google!Yes, there are many things that Google can solve. As listed above, they are providing their users with endless utilities to help you in your web search. So how can they help you with your site? Watch this: Go to Google (http://www.google.com) and type in the following, exactly as shown, using your business URL in place of the examplelink:www.yourwebsite.comThe results show you a listing of all sites that link to your site. While chances are your competition will not be listed, you can get an overview of the 'type' of websites that link to you. If there are a bunch of similar sites, that can help you with your marketing and target advertising in the future.Now here's where the fun begins. Now that you know who links to you, check out the competition. Put in those guys down the street who provide the same service you do.link:www.theirwebsite.comWho's linking to them? Are there some big names listed that you WISH were linking to you? You may find out that getting your name on that list is easier than you thought. Sometimes a simple email to the webmaster will get you added to the list. The more quality businesses that link to you, the higher your search engine results climb.Are there businesses that link to your competition that you didn't know exist? Maybe you can get a cheaper rate on parts, or better service from a vendor on that list. The possibilities are there, investigate!Want another idea? Go to your competition's website. Are they offering a service ONLINE that you only wish you could? Are they offering a custom login or other special feature that you don't have? Maybe you should consider offering those items to your customers.
Give your customers something that keeps them coming back. Whether it's an online newsletter, a simple coupon, or other feature, get it online. Have fun learning from your competition, and good luck on increasing that bottom line!
Produce More Sales from your Email Promotions Five Ways - Part 1
Do sales come from your ezine regularly? How many well-written articles do you submit per week to opt-in online ezines? How often do you send thank you's and follow up messages to your different email groups?
The Top Seven Marketing Mistakes
In my view, nearly all government statistics about reasons for business failures are nonsense.
11 Ways to Turnaround a Cash-Strapped Business or Practice
This past weekend I received a disturbing message from a dear friend. His business wasn't generating all the income he needed. He's exhausted all savings, started depleting credit card reserves and badly needed money to pay this month's mortgage... Ouch! I wish I knew sooner...
Arts Marketing : Suggestions for Students and Beginners
Many artists create art but when it comes to marketing and selling their work, well, that is another story. It may seem daunting at first but artists can do marketing easily if they just think logically and commit time to the effort.
URL Everywhere? Offline Marketing For Online Success
Your URL (www) should be everywhere and more.
3 Quick Robotic Online and Offline Marketing Strategies to Help You Work Less and Make More Money
What is Marketing? There are many text book answers to this but I like these two definitions the most.
Everything Youve Ever Learned About Marketing Is Wrong
Everything you've ever learned about marketing and advertising is WRONG. Everything you've ever heard everything you've ever tried, everything you've ever done, it's all WRONG.
Quick Postcard Design Tips
I've seen many a marketing postcard that just has too much information on it. Too many words set in tiny type is an all too common problem.
Motivate Your Market Force
Intro
7 Marketing Lessons I Learned From the Muscleheads at Golds Gym
Can I share a secret with you?
The Marketing Recipe: Money, Marketing and Me ? 3 Keys For Success
You have a great product or service? Now, how should you market it?
An Easy Start to Mail Order
Listing names of Big Mail Requestors, and sending out packages ofBig Mail is an easy way to get your start in the business ofselling by mail.
Making the Intangible Real
How do you make the intangible real? How do you take an idea or concept, something that can't be seen or touched, and convey its essence to others, quickly and easily?
Successful Surveys: 10 Tips for Better Results
Why would you use an email or online survey when you could simply call your clients and customers and ask for their input?
|