Marlo Boux
02-27-2007, 09:21 AM
This might be a fun marketing exercise to do :) Your target market is more interested in how your product or service will benefit them directly, as opposed to the features. This exercise will help you craft benefits to your niche in a language that "speaks" to them and will compell them to act.
Instructions:
1) Choose a product or service from your business and name it here.
2) Identify the market you are targeting with this product (if you have more than one market just choose one of them)
3) List the product/service features
4) Convert that list of features into benefits in language that appeals to that particular market
Example: My friend Jodi Pliszka is an inventor and she created a liner that keeps head wear and wigs in place all while absorbing perspiration and odor and increasing comfort for the user. She has many markets - women who wear wigs, firefighters, and soldiers, to name a few....
Product: HeadlineIt Liner
Market: Women patients going through cancer treatment that are balding
Features: holds wig in place, natural fit, absorbs perspiration and odor, reduces scalp irritation, disposable, manufactured with high tech xyz material
Benefits: Have confidence that your wig fits snugly and looks more natural, boost your confidence and self image knowing that others will notice you and not your wig, exercise with your wig on and not get perspiration in your eyes cutting down on stinging and running eye make-up, feel a sense of dignity wearing the discrete liner - no more panty liners under your wig! etc etc
Product: HeadlineIt Liner
Market: Firefighters
Features: holds helmet in place with a snug and secure fit, absorbs perspiration and odor, disposable, reduces friction between helmet and forehead, high tech construction with patented xyz fabric technology
Benefits: Keep your helmet securely in place so you can worry about fighting fires and saving lives and not on readjusting your head wear. Snug fit ensures that your helmet does not fall down over your eyes during strenuous activity, avoid the stinging of perspiration in your eyes when working in the heat of a fire because of high tech performance fabric, cheap and disposable liners that you can throw out after each use.
This is just an example to illustrate how benefits can look very different from one market to the next - what speaks to one niche won't speak to the next. The wording would need to be fine-tuned and revised etc, but the basic idea is there.
Who else wants to give this a shot?
Instructions:
1) Choose a product or service from your business and name it here.
2) Identify the market you are targeting with this product (if you have more than one market just choose one of them)
3) List the product/service features
4) Convert that list of features into benefits in language that appeals to that particular market
Example: My friend Jodi Pliszka is an inventor and she created a liner that keeps head wear and wigs in place all while absorbing perspiration and odor and increasing comfort for the user. She has many markets - women who wear wigs, firefighters, and soldiers, to name a few....
Product: HeadlineIt Liner
Market: Women patients going through cancer treatment that are balding
Features: holds wig in place, natural fit, absorbs perspiration and odor, reduces scalp irritation, disposable, manufactured with high tech xyz material
Benefits: Have confidence that your wig fits snugly and looks more natural, boost your confidence and self image knowing that others will notice you and not your wig, exercise with your wig on and not get perspiration in your eyes cutting down on stinging and running eye make-up, feel a sense of dignity wearing the discrete liner - no more panty liners under your wig! etc etc
Product: HeadlineIt Liner
Market: Firefighters
Features: holds helmet in place with a snug and secure fit, absorbs perspiration and odor, disposable, reduces friction between helmet and forehead, high tech construction with patented xyz fabric technology
Benefits: Keep your helmet securely in place so you can worry about fighting fires and saving lives and not on readjusting your head wear. Snug fit ensures that your helmet does not fall down over your eyes during strenuous activity, avoid the stinging of perspiration in your eyes when working in the heat of a fire because of high tech performance fabric, cheap and disposable liners that you can throw out after each use.
This is just an example to illustrate how benefits can look very different from one market to the next - what speaks to one niche won't speak to the next. The wording would need to be fine-tuned and revised etc, but the basic idea is there.
Who else wants to give this a shot?