Why is Apple so dominant?
Because it concentrates on the benefits its customers enjoy when buying its products.
Why are benefits so important?
Well, without them you’ll just be creating a wishy-washy marketing campaign that will fall flat on its face.
The audience you are writing for want to know why they should buy from you.
They want to how why your product is going to improve their life.
They want to know how it’s going to solve their problem.
They want to know how it will satisfy their needs.
Get the picture?
They don’t want complicated messages they have to decipher; they want simple statements that will show them what’s in it for them.
A great example of this is Apple.
The company sells oodles and oodles of iPods, iPhones and iPads because it clearly shows how its products simplify their customers’ lives.
The ads show how easy they are to use (countering the “eek, new technology!” response) by showing real people using them.
They are shown as “cool” – that coupled with the user-friendly/ease of use message makes buying one a no-brainer.
How to be like Apple
OK, that’s great, but how can you replicate it in your marketing?
You probably don’t have the same sized marketing budget as Apple, so you can forget the amazing adverts and instant “quality” brand recognition, but all is not lost.
All you have to do is study your customers and work out what problem your product solves and how it fits into their lifestyle.
This will create your reason to buy.
Then all you have to do is create a sales message, directed at your customers, focusing in on why they need your product.
Think about your headline.
What is the one key factor that will make someone buy your product?
Then use that as the basis for it.
Using a story format is a great way to illustrate what your product will do for your customer. Let your product inspire ideas, but the story should always be centred on your customer.
Think about:
- What they value
- How you should speak to them (tone of voice)
- What is your point of view?
- What is the primary benefit?
- Who is receiving your message (think about your audience demographics)
If you want to create powerful marketing messaging like Apple, concentrate on the needs, wants and desires of your customers.