As this image illustrates… product engineers tend to communicate about their products from the eyes of a designer, scientist. They want to tell you all of the features, specific points that you need to know about to convince you how intrinsically great the product is. The problem is… no one cares how great the product is… people care about themselves and how a product benefits them
Business owners view the product from the perspective of how their company can serve you and why you’d want to do business with them. They tend to talk about their product and their company and how great it is. The problem is… no one cares about the company… people care about themselves and how a product benefits them.
Marketers understand that people care about how a product will benefit them. The message is not about product features or about the company, it’s about how it makes people feel and what needs/urges the product will satisfy. Its all about how the product/service will benefit the person.
Marketers think about communication differently and getting into that mindset is very challenging for business owners and product engineers. You should ALWAYS have a marketer develop the communication about your product/service. If you are an engineer or business owner, no matter how skilled you are at speaking, persuading, English, etc., you won’t think like a marketer – and it’s that thinking that sells your product/service.
For more information on creating a communicating from the perspective of customer benefits, see our course on Udemy.
We’ve been focusing mainly on social media marketing and search engine optimization (SEO) for our clients. In the end, it results in being found easily in searches and leads from social media… just not enough.
Although we are charging less than any competitor for what we are doing, we are working mainly with small businesses who watch their spending very closely – every dollar counts. The work we’ve been doing, while extremely valuable, is more along the lines of brand management, but our clients want ore direct sales techniques. That’s where pay-per-click (PPC) advertising comes in. PPC is a direct advertising technique with a better chance of delivering a sale. As you can see from this heat map image, most of the click happens at the top of the page where the ads are. I want to believe that people don’t pay attention to ads so much, but the reality is different.
I’ve been experimenting with our own local PPC campaign while studying the Adwords Fundamentals Certification guide. There’s a lot to it. I know it will deliver better results for our clients if we add this to the mix, I’m just worried that it will take much longer to set up/monitor the PPC campaigns (in addition to what we are already doing) and thus we won’t be able to do it all for a low price that’s attractive for small businesses. Time to experiment with a pricing model that works for both us and our clients!
Plus I need to finish that certification guide and take the test… but the manual is so boring 🙂