People don’t particularly care about buying a coat, they want to stay warm and feel protected during the harsh winter months. In the same vein, umbrellas have more value when it’s raining because people want to stay dry.
Selling benefits in the context of your brand messaging is all about understanding your customers point-of-view and relating your value to their situation. While easy to define, a list of bulleted features will not resonate with your audience. Spending the time to consider why your service offering is important to your customer will yield handsome dividends in the future by transforming your brand messaging. Well-defined benefits provide a concise, articulate and persuasive brand story.
Three keys to value-oriented marketing:
Novocent helps you connect with customers by creating the building blocks of communication. We work to articulate the intangibles that differentiate your organization and can transform that messaging into actionable projects like:
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