By Stephanie Carrillo, Senior Marketing Consultant at Heinz Marketing
The other day I was in the car with my son, and he was upset with his papa. Papa was asking the most obvious questions about the differences between skateboards; my son was frustrated by this because, to him, it was just common sense. I had to explain to him everyone has different experiences and you should never assume someone sees or knows the value in using a longer skateboard.
These are life lessons my son will need to learn, but as a consultant, I often see companies forgetting to tell the story about the value their products hold for the customer. Because companies are so close to their products, they assume the benefits are apparent to everyone.
With the tech industry changing at a rapid pace, for a decision-maker, it can be overwhelming. As a marketer, your job is to make every connection count. Spend more time selling the value in using the features of a product, making it easier for the customer to decide. When writing for your website, emails, or inbound marketing campaigns, lead with the value proposition.
If you’re lacking content that shows your product values, start with a brainstorming session. During this session, list out what problems your product is trying to solve, what benefits does the user/company receive, what sets your product apart from competitors. Then take the list and stack rank it the importance to create your final list of the values you would like to promote throughout your marketing content.
A great example of a company taking the industry by storm was the Dollar Shave Company. Their marketing was simple “A Great Shave for a Few Bucks a Month”. The CEO knew that men disliked paying for expensive razors but wanted a good clean shave. His marketing was simple, and he used a YouTube video to demonstrate the value he was providing. Check out the excellent case study where Dollar Shave Company was able to demonstrate value in low-cost shavers within an industry already saturated with competitors.
One last piece of advice, these statements should not be set in concrete. Refining and continuous testing to tweak these statements should be an ongoing process.
I hope you find these tips helpful! What are some tips you would add?