Real-World Education for Modern Marketers

Join Over 606,000 Marketing Professionals

Start here!
N E X T
Text:  A A
PRO

How to Sell the Experience When Features and Benefits Aren't Enough

by   |    |  765 views

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


Read the Full Article

PRO Membership is required to access this how-to marketing article. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership
Jonathan Kranz is the author of Writing Copy for Dummies and The eBook eBook: How to Turn Your Expertise Into Magnetic Marketing Material. He is the principal of Kranz Communications (www.kranzcom.com) and may be reached at jonkranz@kranzcom.com.

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
14 rating(s)

Add a Comment

Comments

  • by susan thornton Tue Feb 12, 2008 via web

    Jonathan's articles are always wonderful - and chock full of information that is readily useable, which is appreciated!

  • by Janet Park Tue Feb 12, 2008 via web

    It was very well done and I enjoyed it.

  • by Brian Monger Tue Feb 12, 2008 via web

    The article is based on the concept that experience is not a benefit? Basically shows a lack of understanding.

    I agree that if your benefits are the same as those of your competitors (whatever the features), you have a commodity. You would also be demonstrating that you are a poor marketer

  • by The Data Doc Sun Feb 17, 2008 via web

    The "Insider Secrets" are a nice touch, Jonathan. Your points would have fallen flat without them.

    And no, Brian, he's not saying that experience isn't a benefit. He's saying that FAILURE TO VIVIDLY COMMUNICATE the experience is a fatal flaw that far too many companies actively embrace in an effort to appear "professional." Does that make them poor marketers? It depends on who is signing the corporate marketer's paycheck.

    If one is writing to serve or connect with external customers, your conclusion is correct. But if one is actually writing to avoid displeasing one's immediate corporate boss (who is in turn posturing to climb the corporate ladder) then the real audience has a much different agenda and the writing style must change to accomodate it if the writer expects to continue receiving a paycheck.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!