| |
| |
|
Advertising Information |
|
|
|
For All Those People Who Struggle With Benefits and Features
For Everyone Who Has Ever Struggled Sorting Out Benefits From Features - "SWAT Them!" SWAT is not actually an acronym. It is a compaction of the question "so what?" You see, one of the biggest problems that even experienced copywriters and marketers fall into is being clear on what benefits their product or service actually delivers to their customers. SWAT provides the solution. Here is how it works:
It is pretty certain that the same benefits will occur many times over as you run through this exercise. That's fine. These are the ultimate benefits you have been looking for. These are the benefits you will 'sell' to your customer. An example I wear a pretty cheap and tacky diver's watch. Its features include:
Now for certain prospects this list of features is pretty powerful on its own. Principally young men who like to dazzle their friends with the latest gadgets and gizmos. But let's try to figure out some marketable benefits for a wider audience. "Water proof to 50m" So what? You can wear the watch while diving So what? You can be sure it is waterproof enough for all day-to-day use So what? You can put the watch on and forget it - no matter what you are doing So what? Accurate time keeping -anytime, anyplace. So what? ??? Your thought patterns would obviously be different to mine. But I am now stuck. The question "So What?" doesn't lead me to another statement. No matter. I am pretty happy with the last couple above. Either of them talks to me of the real benefits the watch could bring. Now I would need to go away and do the same thing for all of the other features. When I first did this exercise I ended up with over 120 benefits (and this for something that is definitely pretty cheap and tacky). I am not going to do that here again. The benefits that kept repeating were the go anywhere, do anything, super accurate timekeeping. I was able to produce 30 plus benefit driven headlines. And I had no difficulty in sorting out the benefits from the features. And all in a little over an hour. Seems a pity that I don't actually sell watches. About The Author Keith Longmire is the owner of JKL Business Growth Solutions. JKL specialises in bringing main stream business improvement and marketing solutions into the reach of smaller businesses. http://www.jkl-small-business-marketing-solutions.com/
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
Custom LED Display Custom LED Display, as the name specifies, facilitate control anything with any message that you can think of, from hours of operation to daily specials. These are used by almost all industries like factory, banks, airports, universities, libraries, and many others. 10 Tips to Use Giveaways Effectively Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties, or giveaway items all designed to promote. But look a little more closely. 100 Excellent Words and 70 Action Getting Phrases for Ad Writing 100 Excellent Words Absolutely. Amazing. Moving message Sign Moving Message Signs are a unique, attention-grabbing way to communicate and motivate. They are used for eye-catching shop-front or under awning advertising, promotions of products or services, directing and/or welcoming customers, displaying safety and emergency information, directing customers to specific service areas or entrances etc. What the Newspaper Ad Person Won't Tell You Newspapers are considered the PRIMARY advertising medium by 99.4% of all retailers. Forgot The Ad Budget? Dont Panic! Bob is excited about his new business. He secured funding. 80% of All Advertising Is Wasted Due To This Common Mistake You're flipping through this publication as you wait for your latte, when suddenly you decide to stop and read an ad. What made you stop? I'll bet it was an attention grabbing headline. LED Score Boards LED scoreboards can be utilized in most of the sporting event for eye-catching effects replace traditional scoreboards. This high- tech lighting system is both energy - efficient and able to produce a very bright light. 8 Low Cost Ways To Advertise, Promote and Market Your Business We all are looking for ways to market our businesses cost effectively. I have come up with 8 ways to do just that all low cost to free. Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business If you own a small business you should consider ways to promote yourself through public relations to compliment you advertising regiment and keeping your name out in the public and in front of your best customers. There are many ways to keep yourself visible on top of your typical advertising choices. The Skinny on Billboards Several years back the billboard people put a big picture of "Sharlene Wells, Miss America" on billboards all over town. She was everywhere. Push vs Pull Advertising Push vs. Pull Advertising - Understand the Consequences for your Product or ServiceYou will save yourself a considerable amount of time and money if you first determine your product's (or service's) suitability for "pull" and "push" advertising. What Is Most Important - Copy Or Pic? When, some little time ago now, I first descended upon the advertising scene, we were a good deal more concerned than most people seem to be today about the nature of the business we found ourselves in. We were always holding debates - in the saloon bar of the Coach & Horses in New Bond Street, to be tiresomely precise - about the meaning of advertising, the significance of advertising, and the past, present and future of advertising. The SKINNY on Newspaper Advertising The SKINNY on NewspapersUsing the paper is considered gospel by many people in business. Use it wisely and it can be a good tool. Nine Power Words To Punch Up Your Ads As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.There are certain words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth. Finding Your Target Market Achieving sales is probably the biggest challenge a web business owner has. It requires a balanced mix of the right products, competitive pricing, optimal web design, aggressive advertising and attracting the right online visitors. Good Design Makes Good Sense Organized your pencils and pens lately? Sorted your clothes into a logical system in your drawers? Then you already understand the basic elements of good design: it's practical, it's systematic, and it makes life easier.In the same way, marketing materials that use good design make business easier for your customers. How To Make Your Resource Box Sell Ezine Articles - they're everywhere!And little wonder. They're one of the fastestways of building traffic to your website. Whats On Your Business Card? A professional business card says more about you and your business than any other tool in your marketing arsenal. You need a card that looks good, tells what you do and makes it easy to contact you. Turn Your Ad Copy into a Goldmine! Today, more than ever, it is crucial that your ad copy explodes the reader's curiosity. Are you interested in simple yet powerful ways to improve your ad copy so your readers will rush to action? Invoking a reader's call to action can be communicated in various effective ways.
|
| home | site map |
| © 2006 |
