Question

Topic: Customer Behavior

Print Ad Content Question:which Is More Effective?

Posted by Anonymous on 1/7/2010 at 12:25 PM ET 50 Points
For the purpose of print ads advertising software in industry-specific publications, do consumers respond better to "#1 in (target market)" and/or "Top 5 benefits from the software" content? What has your experience been and are there other highly effective statistics/taglines to consider?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by mgoodman on 1/7/2010 at 1:41 PM Moderator
    Benefits always win. Claims of "We're #1" usually sound like empty boasting.

    And instead of "Top 5 benefits" it would be better if you could focus on just the single most important benefit. Much easier to remember than five things.
  • Posted by Red Plume on 1/7/2010 at 2:22 PM Member
    I second that. Go with benefits. What sets you apart from competition, what about your product truly answers a consumer need? Focus on those things and your passion will create excitement.

    Best of luck,
    KMH
  • Posted by Gary Bloomer on 1/7/2010 at 8:06 PM Accepted
    Dear jhuber08,

    The fact that you are number one in any given category might be great for you, but as your customer, I really don't care.

    If, on the other hand, your other customers can make use of the fact that you are number one in a category, and if that ALONE will make them more productive, and more profitable, go for it.

    However, if your customers need more practical, tangible, useful benefits to make help them make money and build their business, go with those instead.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by Jay Hamilton-Roth on 1/8/2010 at 9:09 AM Member
    Also - if you can list some "big names" that use the product, the endorsement will build lots of trust ("How could all these great companies be wrong"?).
  • Posted on 1/8/2010 at 9:44 AM Accepted
    Benefits!

    Say you sell accounting software, which is better:

    1) #1 A/P program

    or

    2) Get A/P Reports in 5 minutes

    The first one is all about you (you're bragging). The second one is all about me (the prospect) and what I get. Much more appealing.

BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Customer Behavior)