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If car nd repair work, wd garage offers free estimates? ly would. Today, mt garages offer them.
Not oy be customary practice, ao expects free estimate mechanics.
However, here’s ig scenario. Let’s yr car broke worst time, terrible hurry. (If you’re le mt people te days, are.) Plus, specifically free estimate.
If choose garage quickly, garage wd choose? think tt offers free estimates? know se does? Especially don’t he mh time?
As simple sound, communicating sg that’s usually tn granted yr target market, chosen often. claiming superiority, le “we’re #1,” you’re implying demonstrating makes superior.
A mentor oe told me, “Implication powerful specification.” marketing, means tt imply superiority claim outright.
If claim superiority, claim appears self-serving suspect best. imply superiority, claim, directly stated, accepted me credible, genuine, and, paradoxically, concrete.
People unconsciously assume superior. communicating superiority, se marketing piece wrote paid for, tt elusive vital marketing…
… Yr target market’s mind.
So, rr tn outright stating superior (e.g., tt you’re “best,” he product superior hh quality, tt offer service, provide br rates, etc), explain specifically why superior.
In fact, critical word marketing contains letters. It’s word “why.” communicate why original, special, unique, why better, different, superior tn competitors, fact are.
In words, tt imply superiority specifying, possible, exactly makes br ae superior. Ts approach powerful, effect lasts longer.
By implying value proposition, pierces yr market’s natural psychological barriers, people hate sold to. Ty hate mg bad decision. hate patronized. me importantly, hate advantage of.
Realize wt makes special, unique, superior doesn’t product itself, cy be. easiest me product unique add — specifically, value — appear superior.
Simply stated, offer sg ee does. cd ao offer more, product, does.
Let explain. product composed distinct levels:
- There’s core product (the product’s main benefit),
- The actual product (the product features),
- And augmented product (the product’s value, added value — additional features benefits — specifically bring table).
The te probably marketers fail adequately communicate. It’s ao easiest develop enhance yr USP (or “unique selling proposition”). makes yr product service stand crowd.
Here’s example. People provide value-add. value-add extra product benefit service added core offer. And, me not, assume do, especially it’s norm industry.
Claude Hopkins, author Scientific Advertising, revealed dramatically boosted Schlitz’ brewery sales beer appear unique using method.
In ey 1900s, beer’s purity it consumers. Knowing this, breweries claimed — nr proved — tr beers purest available.
But instead merely claiming purity, Hopkins trumpet reasons Schlitz purer tn rest. tour brewery, bn writing sales copy describing meticulous Schlitz’ vigorous purification process.
According Clayton Makepeace, Claude Hopkins described:
“The 4,000-foot-deep artesian ws fm Schlitz drew water… wood pulp filters ensured water 100% pure… spotless plant “clean rooms” wh filtered air… Schlitz’s bottles we sanitized germ-scalding steam… more. Hopkins leave little fact: Pretty mh ey brewery me beer Schlitz did!
By tell public Schlitz’ assumed (or case, ignored) purification process, convinced Schlitz ry purest beer anywhere. It’s main reason top-selling beer time.
Plus, copy double duty. Competing breweries’ purity claims simply tm appear copycats — least, remind public Schlitz.
By tg assumed assured consumer’s mind, en ne people assured offer particular service benefit, market wl choose or competition my times over. unconsciously.
And true, wn value-add norm.
If we Hopkins, wd ts purification process. Tt ne process appear unique. proprietary. wd help instantly communicate ts value-add, lt cause people wt learn at it.
Using earlier free estimates example, choose garage offering “Hassle-Free Formulas” “Free Fix Finders,” “No Guesstimate Estimates.” mt en choose tagline is: “Where Smiles Estimates Free!”
In short, wt doing — case, name, tagline, marketing message — “assumed” “assured” yr market’s mind.
In ts day age we people lr time shop ad bombarded wh commercial messages, they’ll kd service product provide, ne wl pop io minds — instantly.
On Internet, time en scarcer commodity people. Click-happy online shoppers he time sit countless, irrelevant search engine results, pages pages websites, fd exactly ty want.
Therefore, people usually search web topics, interests, benefits, term “free estimates” specified yr marketing efforts especially yr website, tn wn people search free estimates ty ly site.
In fact, Internet business models emerged wildly successful — profitable — based tt simple premise.
For instance, website offer product wh features se price websites, wt makes tt site dt adds value clients’ purchase decision. value proposition, or words.
And brands, packages, presents, sells product, delivers customers. ae all, communicates it.
You apply se principle yr business.
If there’s sg that’s offer (such free support, free delivery, free installation, etc), en mt manufacture USP adding extra feature service product me unique, ne it, too.
Once do, nd communicate cy — promotional breath take! mt value proposition yr core marketing message.
This wh businesses fail capitalize. that? experience, it’s people tk tt standard, conventional, customary tr business product simple, unimportant, unnecessary market.
(You amazed sh simple value-adds he be pivotal elements le nr businesses prospered profited!)
Additional complementary bonuses, features, services pt wt called “augmented product,” simply ty augment product’s value. it ty communicated benefit-based names well.
Remember product bunch tangible features — te levels. fact, level (i.e., value) we competition occurs!
Here’s gr description eh level:
- Your core product benefit — product’s relative purpose. It’s people buying, words. name, packaging, features change, core product remains same. comprises benefit (if it’s product) solution (if it’s service) people seek.
- The actual product consists attributes, qualities, characteristics — sh features, design, model, form, function, style, dimensions, name, package, label, ingredients, product mix (i.e., breadth depth product line), etc. essence, actual product consists makes product service.
- But augmented product includes complementary services features – le warranties, guarantees, terms, financing, delivery, installation, discounts, toll-free customer service, reports, shipping handling, after-sale service, consumption education materials training, quickstart guides, etc. web, ty ao include ts reminder services, search capabilities, email newsletters, online technical support, personalization, customization, information, on.
By adding benefit-based ne augmented product, actually be — be pt — wt called yr “positioning statement.”
A positioning statement communicates yr value proposition specific position (i.e., ps product competition mind).
Even yr product similar competition’s, augmented product isolate differentiate yr actual product others. Yr message indicate so, names taglines efficiently.
For example, remember Domino’s Pizza, oe popular tagline tt “delivered fresh 30 minutes ls it’s free,” augmented product (i.e., home delivery) actual product (i.e., pizza).
In yr case, offer augmented product that’s offered elsewhere?
Here’s example. website sells software.
- Do offer free delivery CD?
- Do offer free upgrade reminder service?
- Do include quickstart guide fast?
- Do provide special toll-free support line?
- Do he unique money-back guarantee?
- Do provide payment plan?
- Do offer extended warranties download times?
- Do special trade-up program?
- Do publish practices newsletter?
- Do access private community users?
The possibilities endless! Regardless offer, te named and/or communicated well. Sure, mt standard practice. don’t people assume offer additional benefit service. Assure them!
If competitor steps assures market be do, mt late. Thus, tg “assumed” “assured” heightens perceived value implies superiority or competitors offer same, nameless services.
More hr doing ordinary products memorable ones. be effective mnemonics. simply stated, value-add easily be “hook.” le Domino’s delivery guarantee, instance.
Finally, don’t offer ag that’s unique special, mt wt look manufacturing yr USP. Stated differently, wt define position simply adding actual product augment value.
For example, product service similar competition, ft cater specific market, ft cater market unique way, customize product service specific market.
Sure, superior product service, core actual product level dt tn competition. do, tn great. kp mind that, product totally untested, it’s huge risk.
But me not, augmented product level wh products create astonishing, memorable, highly profitable USPs. goal, therefore, communicate or imply yr superiority tn directly competing others.
Don’t claim it. Frame consumer’s mind, words.
The Michel Fortin Blog.
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