Have you ever wondered what is the most effective way to create marketing messages? Simply taking a product and calling it the best is far from the best option, as you understand. A truly effective USP will only be achieved when you can put yourself in the shoes of an ideal buyer, and evaluate your offer from this position.
This is not easy to do: you will need to live your customers' lives, feel their pain and joy as if it were your own. Only then will you be able to understand what can motivate them to buy your product.
How do you do it? Not everyone can do it without a little bit of hard work. But if you’re determined to make it happen, here’s how Derrick Weiss, an account manager at Impact Branding & Design, has taken his marketing to the next level.
The Art of an Effective Commercial Proposal
Start with the question "Why?"
First, answer the question: “Why should anyone buy your product at all?”
A product is only in demand if it either brings value or singapore phone number data alleviates the customer's "pain." Emotional connection is also important, but we'll talk about it a little later.
When an offering adds value, it’s always a positive situation: your customer uses the product or service to be more efficient, sell more, or improve some other key metric . This is why the phrase “value-added” is so trendy these days.
The situation when a product relieves pain, on the contrary, is negative. The purpose of the product is to relieve the client from some inconvenience caused, for example, by performing his work function.
The functions of value providers and pain removers are inextricably linked—you can’t have one without the other. A product becomes a hit when it succeeds in both simultaneously.
Let's take, for example, the well-known Hubspot service in the West. It allows its clients to increase the effectiveness of marketing by sending emails to a certain category of contact base, which, by the way, does not require any significant efforts from the operator itself. This is a great example of combining both of the above product functions.
Now think about it: what purpose does your product serve and how well does it accomplish that purpose?