Each morning while "'putting on my face,"
I listen to a local radio station. For several mornings I
heard a commercial in which a man wanted his wife to go with
him to look at new cars. It was the weekend and she didn't
want to spend her day running to different car lots.
The man kept trying to tell her about this
one location that had cars at terrific prices. Her
response was "So what?" Then he told her this seller
had a wide selection to choose from. Again, her response
was, "So what?" He tried again by telling her that
the car lot was right off the freeway and easily accessible.
Once more, her reply was, "So what?"
Finally, the man said the magic words. He told
her that because this one location would be quick and easy
to get to, had a wide selection and excellent prices, they
would not have to go anywhere else. His wife agreed to
go with him.
Do you see what happened here? The woman might
have been influenced by the selection, the prices,
or the location, but until her husband pointed out a directbenefit to her, she was unwilling to accompany him.
Once she realized that by going to this one location, they
would save time and she would still be able to do what
she wanted on her day off, she agreed.
When you're putting together your thoughts for
a marketing message, it's vitally important that you play
the Devil's Advocate and ask the "So what?" question.
Prospective customers are not going to buy your product or
service until they clearly see how they're going to
benefit.
We may not like to openly admit it, but all
of us are basically self-centered. We're looking for things
that will make us feel better ... make our day
go smoother ... make our bank account grow ... and
so on. When preparing your marketing message, you must address these concerns. You must make sure your target market
recognizes the advantages to them if they purchase
what you're offering. Otherwise, they're going to do like
the wife in the commercial and say, "So what?"
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
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