Suppose your product features are much like your competitors'. And the benefits of using your products or services are similar—whether customers use your gizmo or theirs, they're going to arrive at the same place.
Looks like you're on the commodity train. Destination: Irrelevance City, with stops in Price Warburgh and Declining Marginshire.
When ordinary features-and-benefits-based communications fail to distinguish your business from the pack, it may be time to take your messages somewhere else—into the heart of the customer experience.
In education, travel, luxury goods, food service, hospitality, professional services and other industries in which the thing sold is a thing lived, you need to communicate what it feels like to see, hear, touch, or taste your product.
The following points form a rough road map that can take your business from a place that's obscure in your prospects' minds to one that is tangible, vivid, and highly desirable.
Who: Personalize the experience
When value is locked in the experience—whether a dynamic classroom, an invigorating executive retreat, or an indulgent spa—objective "facts" fail to capture the subjective essence of your product. For that, you need a personal perspective, and none is better than that of your customers themselves.
Direct quotes, testimonials, day-in-the-life narratives, and even brief biographies can introduce the sympathetic element that allows prospects to project themselves into the experience you provide.
Jonathan Kranz is the author of Writing Copy for Dummies and a copywriting veteran now in his 21st year of independent practice. A popular and provocative speaker, Jonathan offers in-house marketing writing training sessions to help organizations create more content, more effectively.
LinkedIn: Jonathan Kranz