Include Specific Benefits and push your Value Proposition
Benefits sound much more real and appealing when they are specific. If I say call me if you need “help” that is alright. But if I say call me if you need help finding the best possible vanity numbers that will increase the response rate for all the advertising in your business, that’s much more attractive.
If I say we provide a Quality Service, that sounds OK. But if I say our technicians go through twice as much training as the average garage and are all 5 star qualified master technicians, that’s much more appealing and believable too. If I say we have low prices, that’s good. But if I say that we have guaranteed lower prices than anyone else, or we’ll refund you the difference for 30 days, that’s much more appealing.
TIP: Did you know that if all of the figures on your tax return are in round numbers, you’re more likely to get audited. That’s because specific numbers look more real, and more exact, whether it’s a tax return or an advertising claim.
When I ask someone what their main selling point is, or why would anyone want to buy from you instead of your competitor, and get general terms like better prices, our quality or our service, I know they don’t know their advertising message. When someone says, “Our customers come back time and time again because we pick up and deliver faster than anyone else, and have 25% more options in stock than anyone else,” I know that business knows their value proposition and all of their advertising falls right into place. It also reinforces this value proposition and the customer’s know why they like that business better too.
Non specific terms or benefits smell fishy.
Price, Quality and Service are the things that people say when they don’t really know what their benefits are. And until you know what specific benefits you give people you’ll never reach your true potential in sales and stand out like you should.
Price is actually the biggest red flag of all. New businesses often fall into the trap of thinking that Price is their only selling point. Price may be the easiest to measure to look at when you’re new. But once you’ve been in business for a while you will realize that trying to compete only on price is very shallow. It’s like thinking all you need is good looks to get ahead. Good looks are great, but good looks can only get you so far and don’t usually close the deal alone if you don’t wear deodorant.
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Can you come up with something for this name? at TollFreeNumbers.com says:
July 13, 2009 at 10:11 am
[...] one sentence or phrase you want the advertiser to walk away from your advertising with. It’s your value proposition, or your strongest selling point and may be the theme of your advertising or your slogan. What is [...]
Generic Terms in popular categories are NEVER just ‘available’. at TollFreeNumbers.com says:
September 4, 2009 at 2:11 am
[...] really have to know an awful lot more about your business, slogans and the things you say in your advertising. You’re focusing on and maybe even limiting yourself to the most generic terms related to [...]