I am reading a fine book on advertising, and what makes this book quite good is the approach on common sense key points that we usually tend to forget. Beyond several insights that caught my attention so far, there is one to highlight that is simple when building a communication strategy but ignored often, it says:
Clearly list and brainstorm the features, advantages and benefits of your offering, but start by the benefits, advantages and features when communicating with your market.
The attention your consumers dedicate to your brand is scarce within today’s landscape of ad clutter, if you don’t show fast the benefits consumers have with your offering, how do you think you’re going to get their buy-in in a tremendous competitive landscape? Below is a easy simple framework which should be always kept in mind. Consumers think on the benefits first, though several advertising messages think on the features first.
According with the authors, the thinking on true value propositions for the consumer is being easily filled by blank “buy me” propositions. As advertising seems to be dying nowadays, if you keep thinking on the traditional monologue, it will die faster. Why does this book have to highlight simple common sense and the community repeatedly be reminded of these time and time again? Here are a couple of reasons why I think it happens:
- Lack of proper research
- Research is not converted into valuable insights
- Consumers fail to provide true behavioral answers
- A few people in a focus group is not enough to get valuable conclusions
- Advertisers, marketers are busy enough they ignore insights from stakeholders
- Advertisers try to please marketers, marketers CEO’s: all fail on customers
If your advertising copy says, “we pride ourselves on the exceptional service we provide to all of our clients”, or “the best place on earth”, erase, rethink today.
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