There Are Benefits… And Then There Are Benefits
Not all benefits are created equal. Knowing which ones to use when can make a big difference in the credibility — and success — of your marketing campaigns.
There are three basic levels of benefit to any product or service. The first is just one step away from a feature, and is generally called a “Product Benefit” (because it is still centered on the product). Peanut Butter is made with natural ingredients and contains healthy proteins and monounsaturated fats.
The second level is stronger. It’s called the “Consumer Benefit,” because it focuses on (you guessed it!) the consumer, and the positive result she gets from the product benefit. My children get extra nutrition that tastes good — so they’ll eat it.
The strongest level is called “Values.” It’s the internal reward that comes from the Consumer Benefit. I’m a good mother because I serve healthy Peanut Butter to my children.
So if Values are the strongest level of benefit, you should always use them, right? Not necessarily.
The problem with selling to Values is that it’s easy to sound like you’re full of hype. Not only that, but coming right out and saying, “You’ll be a good mother if you serve Peanut Butter,” is downright insulting.
That’s why it’s best to hint at Value Benefits. “Choosy Moms Choose Jif.” See how the benefit is implied, rather than overtly stated? And isn’t it much more effective than, “Be A Good Mother! Choose Jif,” would be?
Marketing is all about getting the benefits across to your prospect. Unfortunately, there’s no single answer to which level to use when. It all depends on the product or service, and who it’s being sold to. But knowing more about them can help you choose the right one — or mixture of several — that’s just right for your situation.
Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer delivers persuasive, targeted copywriting that dramatically increases your business. Unleash the power of words on behalf of your business by visiting http://www.dramatic-copy.com today.
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The Hidden Treasures Of Fax Advertising
Advertising is a major part of any successful business. Doing business without advertising is like winking at a girl in the dark: You know what you are doing, but nobody else does. That would be foolish, as well as a waste of time. We are not in business to waste time or to make foolish decisions.
Advertising can come in many different forms. It can be full page display ads in nationally distributed magazines, that produce thousands of dollars in profits. It can be in the form of television commercials that bring in tremendous amounts of inquiries and profits. It can even come in the form of word of mouth advertising that costs you nothing, yet brings you profits still. We will work on getting the best of all advertising mediums for you.
You do need to learn, and remember, one thing before we go on. You need to know that: “The only advertising that costs you money is unsuccessful advertising!” Unsuccessful advertising is foolish advertising. You must take several steps before spending any advertising dollars. Let’s cover some of these steps:
1) Research, Research, Research!
2) Stick to a budget.
3) Test your idea before committing long term.
4) Learn from your competition.
There are several key factors that come into play when it comes to advertising. This article is merely meant to help you scratch the surface, and give you a few key pointers that will educate you enough to make educated decisions.
There are no guarantees when it comes to the world of advertising. You can have what appears to be the best idea in the world, and it can flop miserably. But, if you do your home work (research), these will be few and far between, if even at all.
It is assumed that most of you are not working with the largest of advertising budgets. That is perfectly ok. It is very possible to effectively advertise with little money. In fact, if you are industrious enough, I will show you how to advertise with virtually no money. Just read on…
Fax machines have revolutionized the way that business is conducted in the world. It is extremely affordable for anyone to own a fax machine. You can pick one up at a garage sale or on ebay for under ten dollars. If you are going to be conducting business, you should have one.
How many times have you heard someone say, “I’ll fax that right over to you?” I’m not exactly sure how many times that I’ve heard it, but I am sure that businesses are not using the fax machine to it’s full potential as a powerful advertising tool. The only time that I’ve seen the fax machine used to advertise (except for myself doing it) was by restaurants faxing their menus by request.
Think about it, by using your fax machine to advertise your business, you spend only the time that it takes to fax the message. Also, if it’s a local call, you won’t be spending any money. Even if the call is long distance, you will only incur a small telephone fee because of the information being transmitted so quickly.
Let’s imagine that you have gone through your phone book, and you’ve found several businesses that you’d like to do business with. Instead of having several letters typed, addressing several envelopes, stamping each envelope, and taking the letters to the Post Office, with your fax machine, you can complete the task in a fraction of the time at a small percentage of the cost. You also will not even have to leave your home. You won’t even have to pay for postage.
There is also one more way of faxing, and that is by a modem through your personal computer. With a fast modem and some decent software, you can have your computer fax documents that you have created in it to various individuals, or businesses, at times that you have predetermined. The computer will even try again if the fax does not go through the first time! Imagine that. You can literally be sleeping and conducting business all over the world.
Do not underestimate this powerful advertising medium. It is low cost and it gives your business a very professional looking presence. When properly used (especially through your computer modem), faxing can save you lots of time and money.
Ray Mardo has provided business consulting services to mom and pop stores and Fortune 500 companies. His DJ business LGRE was listed in Entrepreneur Magazine’s top 500 businesses in the nation. These days the Austin Film Festival honored writer spends his time typing away screenplays and novels and internet marketing. Two of his websites are: http://www.raymardo.com
http://www.whoisthecoolestguyontheplanet.com
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Exhibitions Stands Using The Internet As A Marketing Tool To Further Promote Your Exhibition
If you are planning to exhibit at an upcoming exhibition or event, then there are many ways in which you can further promote your business and stand, in addition to having the stand at an exhibition. You can in effect, achieve far more than just having your stand present at an exhibition. Several ideas are discussed below.
Promote your presence at the exhibition
There is usually an official website designed for most exhibitions, at least for exhibitions which take place at most of the major venues, These websites also very often have a page dedicated to a list of exhibitors and sometimes the exhibitors name is linked to their own website. If exhibiting at an event, check that your company is listed and if possible, try to get your website name linked to your website
Promote your website at the exhibition
When at the exhibition itself, promote your website so that people will check your services and products in the future. You can use your business cards, literature or writing on the stand itself, to promote your business. The sales campaign need not end as the exhibition finishes. As people get home and hand their children the free balloons they were handed (with your logo and website address on) your website address might float around a persons home for days. Giving out free pens, with your website address written on the outside of the pen, is another inexpensive yet effective tool. The literature you hand out an event can also be used to get your website address out into the public domain.
Get listed on the venue websites
Many of the top exhibition venues sometimes have a dedicated page listing suppliers of exhibition stand equipment and services. The NEC International exhibition centre in Birmingham, UK’s, website for example, has an ‘Exhibition Suppliers Directory’ and the site has very high visitor numbers. Fees are sometimes charged to advertise on such a site, but this expense can be relatively low compared to other media and is thus worth considering.
Using your own website
You can also use your own website to promote and highlight your intention to exhibit at an event. By using your own website, you can communicate with potential customers to let them now of your presence at certain events. An even more effective and direct way to communicate with people is via E-newsletters. By having a simple database and an opt-in area on your website, you will then have the ability to target people directly.
Portable, pop-up, modular and custom-made exhibition stands