- Written by Skip McNutt
It’s a new day! Or is it? There is no question that we live in a digital age, and the delivery of messages are technology driven. That being said, the stock and trade marketing classics remain the same.
The basics of marketing remain the same because the nature of human emotion and response remain the same. Consumers tend to buy according to wants over needs. The primary focus is directed toward the results of a purchase as opposed to the product itself.
Understanding the thought process of the general market is a foundational requirement in effective marketing. It is also important to identify differences in specific consumer groups. For example: When marketing a technical product to a high-tech niche, it will require a focus on the technical, and practical aspects of the product. This market is likely to be more analytical in nature. When representing recreational products, the clear focus is far less technical and more emotional.
Gaining a knowledge of your target market is critical in shaping an effective marketing campaign. The remaining constant in any product category is always going to deal with the results regardless of product niche.
Those who are serious about building a business will profit by studying ad campaigns. Major, successful brands will follow a pattern. When critically examining ads from a variety of sources you will begin to see the differences in ads that simply focus on features as opposed to results.
Here are a couple of ad examples to illustrate this concept.
Ad 1 (Results)
Take pride in all your finish carpentry work with the right tools.
A 2 (Features)
The indestructible handles and steel shaft combine for a great screwdriver value.
See the difference?
Years ago in my early sales and marketing experiences, we talked about features vs benefits. We used the phrase “Sell the sizzle and not the steak.” The classics are still the classics. We are still saying the same thing using different words.
Keep these thoughts in mind as you push into the world of business and marketing. Business success is achieved through dedication, study, and adherence to proven methods. The is a great acronym for the word “LUCK.” Labor Under Correct Knowledge.”
Be healthy and wealthy in all ways!
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