Years ago, when I would find myself in the occasional fight regarding some sort of idea, concept or campaign elements invariably someone, not me, would turn the conversation around and try to make it about the media.
Certainly, there are unique differences among radio, tv, internet, billboard, print and other forms of marketing media. My argument was always the same, “could somebody relate the core message to a friend over a quick telephone call?”
Are we discussing features (which are important to us) or benefits (which are important to the customers)?
We still see it happen.
There are lots of ways to present the benefit.
I saw this cool new video from Microsoft the other day. I’m neither a Lenovo or Microsoft cheerleader, but I realize that I’ve talked to quite a few people about this video. And while I’ve had the feature described by other manufacturers, this is the first time I’ve actually really thought about the potential benefits.
As an exercise, it would be interesting to take some feature of your product or service and see what it might look like if it were presented as a potentially life saving benefit or highlighted in some truly unique sensational way.
Maybe the benefit to me isn’t the peace of mind of not having my laptop come crashing to earth, but it got me to thinking about benefits. And it got to me to talking about the product. Clearly a case of selling the “sizzle” and not the steak.
Oh, and this also seems to work well if you’re texting, emailing, twittering and facebooking, not just over the phone.
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{ 2 comments… read them below or add one }
Interesting commercial Lenovo, but as an IT professional, I’m more concerned about how a machine operates *after* the operating system has loaded. “Quick Boot” is an nice feature, but not one I’d hinge my buying decisions on.
I dont know why I was in suspense, I knew it would boot up. I like the commercial though.