Your Marketing Strategy - Communicating Features And Benefits

Your Marketing Strategy - Communicating Features and Benefits

People who throw kisses are hopelessly lazy. —Bob Hope

I DEFINE MARKETING as a craft that is 60 percent art and 40 percent science. Beautiful pictures and carefully chosen words are merged to entice a specific marketplace (determined by reams of data) to buy a product. The pictures and words are meaningless unless they resonate with those who will want or need the product we’re marketing. The science part of the equation determines who makes up a market for a product and how large the market is. The art form is represented in pictures and words designed specifically for that target market. One message doesn’t fit all people any better than a one-size-fits-all T-shirt does.

One-size-fits-all messaging doesn’t work for us as individuals either, because we must always be mindful of our audience, and what words, tones, and expressions will resonate with them. And we must always be careful to communicate our benefits, as well as our features.

As an example, I offer clients insight gained from experience, the ability to communicate a focused message, and the skill to present an idea to a large group of people. These features might interest some people, but unless I communicate a specific benefit to a target audience, they are only that—somewhat interesting.

However, if I customize my benefit statement for a prospective client, the message is much more favorably received. Leveraging my insight gained from experience, I can communicate that the client can be confident in my counsel because it is based on my twenty years of consumer marketing experience.

But the insights I’ve gained serve not only companies looking to market products but also women who are looking to embrace life. So the same benefit I offer my clients—insight gained from experience—is available to my girlfriends, for whom I’ve customized my benefit statement in the following way: share inspiration and encouragement to women who, like me, have lived the first chapters of a less-than-perfect life but seek to live the next chapters intentionally and with uncommon joy.

When you understand the benefits you bring to your relationships, your workplace, and your family, you’re not only focused and able to maximize your features, but those who work and live with you will never mistake what you bring to the party.

LORD, you alone are my inheritance, my cup of blessing.You guard all that is mine.The land you have given me is a pleasant land.What a wonderful inheritance! (Psalm 16:5-6)

Don’t throw your kisses; who knows where they’ll land. Be purposeful and target your audience. Then plant a big one—right on the smoocher.