Build A Case For Your Product Or Service

Marketing & Advertising – 66 Strategies: Y2M Tip 44

Key to the success of your marketing program is whether you have built a case for your prospects that lead them to select you over your competitor when making their purchase decision. Think like your product or service is on trial. The consumer is the jury. You are the attorney and you must prove to the jury they should buy your product. Your job is to come up with all the proof and present it in a way that the jury believes you. You must present evidence.

But if you look at the way 99.9% businesses advertise, they build no case at all. Instead, they just say the same thing that all of their competitors are saying. For example, lets take an auto repair facility with really good inside reality like trained technicians,warranty policy etc.. If their ad says, "We do it all, our hours are designed around your hours, we use high quality parts, we have friendly professional technicians, and we give free estimates." -- Does that build a case? Would a prospect conclude from the ad that they should only do business with this repair shop? I don't think so. There's no claim, no proof that they're any different or any better than any other place - just the same old advertising that anyone can slap their address on. No argument, no evidence, no proof...no nothing. Their only hope is that their ad happens to arrive when their prospect is in need of auto repair. Their entire strategy is based on luck.

Here is a good example of how good companies do it. My family was getting tired of smelly (but supposedly safe) municipality water in our house. I was looking for a water treatment system to address this problem. I went to Home Depot & Lowe’s looking for a system. They showed me two systems for $900 and $1,300 but could not explain why I should purchase either one. Then I heard an ad on the radio about home water treatment system and decided to call the advertised number.

The company’s rep visited our home and with an elaborate test kit. Tested our water for chlorine, hardness and chemicals; showing us exactly what was wrong with our water. He also educated us about problems that the tap water may be causing to our health, clothes, pipes, etc. Afterwards he educated us about his product, what it contains, how long it will last, what kind of warranty it comes with, and how it stacked up against competitive products. He even showed me information about his competitors that I was not even aware of. Even though his price was much higher than Home Depot product, he got our business because he built the case that his product was the best solution for our situation.

Hence the water treatment company that built a case for its product got our business. Unfortunately, they were not communicating this case in any of their advertisements. They had to wait until a second phone call for demo to educate another prospect.

There's a three step method for building your case:

Step 1: Find out what they want.
Step 2: Give it to them.
Step 3: Say it in a believable way.

Uncover what's important for your customers. Evaluate their options. Say it well.

If you would like to find out how to build case for your product so that you are the obvious choice for your prospects, contact us at info@globalmarketingresources.com

This Newsletter was brought to you by...
Ajay Prasad,
President,
Global Marketing Resources,
Irvine CA, 92606,
USA (949)654-7897.